TY  - BOOK
AU  - Aneta Smolińska
PY  - 2017
CY  - Berlin, Germany
PB  - Peter Lang Verlag
SN  - 9783653062397
TI  - Textuality and Contextuality
T2  - Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe
DO  - 10.3726/978-3-653-06239-7
UR  - https://www.peterlang.com/document/1049842
N2  - 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.
KW  - Linguistics, Advertising Discourse, High- versus Low-Context Cultures, Intercultural Discourses
LA  - English
ER  -