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This study offers a contrastive analysis of culturally grounded differences in discourse by comparing advertising strategies in three European languages: (British) English, French and Polish. Taking a critical stance and considering changes through globalisation, the author aims to find out to what extent the classic distinction between high-context (individualist) and low-context (collectivist) cultures can be empirically maintained. To paint a differentiated picture, the investigation combines findings from Sociology, Anthropological and Discourse Linguistics and uses both quantitative and qualitative methods. The data reveal ground-breaking differences in the use of foreign languages, the relation between text and images and the interaction between advertising images and readers.
| Autorius: | Aneta Smoli¿ska |
| Serija: | Sprachkönnen und Sprachbewusstheit in Europa / Language Competence and Language Awareness in Europe |
| Leidėjas: | Peter Lang |
| Išleidimo metai: | 2017 |
| Knygos puslapių skaičius: | 278 |
| ISBN-10: | 3631668775 |
| ISBN-13: | 9783631668771 |
| Formatas: | 216 x 153 x 20 mm. Knyga kietu viršeliu |
| Kalba: | Anglų |
Parašykite atsiliepimą apie „Textuality and Contextuality: Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe“
