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Textuality and Contextuality

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

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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.

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List of figures, tables, and graphs

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Fig. 2.1: Scale of high- and low-context cultures, adapted from Kamińska-Radomska (2004) and E. Hall and M. Hall (1990)

Fig. 2.2: Cultural communication styles according to Hall (adapted from Usunier 1991)

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