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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Textuality and Contextuality: Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe

Textuality and Contextuality: Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe

Smolińska, Aneta
Koll-Stobbe, Amei

Hardcover

Series: Sprachkoennen Und Sprachbewusstheit in Europa / Language Com, Book 9

GermanLinguisticsBusiness of Art

ISBN10: 3631668775
ISBN13: 9783631668771
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Jun 20 2017
Pages: 278
Weight: 1.32
Height: 0.88 Width: 5.83 Depth: 8.27
Language: English

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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