Textuality and Contextuality
Smolinska, Aneta
Produktnummer:
18a7e2a10642b4430a80c37cf4571319e8
| Autor: | Smolinska, Aneta |
|---|---|
| Themengebiete: | Advertising Discourse High- versus Low-Context Cultures Intercultural Discourses Linguistics |
| Veröffentlichungsdatum: | 20.06.2017 |
| EAN: | 9783631668771 |
| Sprache: | Englisch |
| Produktart: | Gebunden |
| Verlag: | Peter Lang GmbH, Internationaler Verlag der Wissenschaften |
| Untertitel: | Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe |
Produktinformationen "Textuality and Contextuality"
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.
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