%0 Book
%A Aneta Smolińska
%D 2017
%C Berlin, Germany
%I Peter Lang Verlag
%@ 9783653062397
%T Textuality and Contextuality
%B Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe
%R 10.3726/978-3-653-06239-7
%U https://www.peterlang.com/document/1049842
%X 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.
%K Linguistics, Advertising Discourse, High- versus Low-Context Cultures, Intercultural Discourses
%G English