Show Less
Restricted access

Textuality and Contextuality

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


Aneta Smolińska

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.

Show Summary Details
Restricted access

Chapter 3: Concepts of reality and their representations in the cultural system


On investigating the phenomenon of perceiving the world through a cultural prism, one can be aware of the fact that people in different countries communicate according to their individual cultural context. The analysis in Chapter 2 has confirmed that, in some cultures, the visual language is acknowledged better and used more frequently than in others. It provides evidence that some cultures are word-orientated while others are image-orientated

Given that Hall’s anthropological theory of high- and low-context cultures demonstrates differences in perceiving the cultural context, it seems justified to compare it to Fleischer’s linguistic theory involving cultural ‘pictures of the world’. Both scientists introduce parallel ideas but demonstrate them in different ways. They both associate an approach to recognising the surrounding world with cultural factors that are accessed unconsciously. Hall and Fleischer share the same idea, i.e. that cultures use their own cultural system to communicate and create their own image/picture of the world. For that reason, relating to the same picture, people from different cultures may see similar things in dissimilar ways, and describe them differently (Moriarty & Duncan 1990: 321).

3.1. First and second reality concepts through the prism of culture

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.