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Textuality and Contextuality

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

Series:

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.

BIC Classifications

  • Language (C)
    • linguistics (CF)
      • Semantics, discourse analysis, etc (CFG)
  • Society & social sciences (J)
    • Society & culture: general (JF)
      • Cultural studies (JFC)
      • Media studies (JFD)
        • Advertising & society (JFDV)
  • Languages (2)
    • Indo-European languages (2A)
      • English (2AB)
      • Romance, Italic & Rhaeto-Romanic languages (2AD)
        • French (2ADF)
      • Slavic (Slavonic) languages (2AG)
        • Polish (2AGP)

BISAC Classifications

  • Art (ART)
    • ART / Business Aspects (ART043000)
  • Foreign Language Study (FOR)
    • FOREIGN LANGUAGE STUDY / General (FOR000000)
    • FOREIGN LANGUAGE STUDY / German (FOR009000)
  • Language Arts & Disciplines (LAN)
    • LANGUAGE ARTS & DISCIPLINES / General (LAN000000)
    • LANGUAGE ARTS & DISCIPLINES / Linguistics / General (LAN009000)

THEMA Classifications

  • Language & Linguistics (C)
    • Linguistics (CF)
      • Semantics, discourse analysis, stylistics (CFG)
  • Society & Social Sciences (J)
    • Society & culture: general (JB)
      • Cultural & media studies (JBC)
        • Media studies (JBCT)
          • Media studies: advertising & society (JBCT3)
  • Language qualifiers (2)
    • Indo-European languages (2A)
      • Germanic & Scandinavian languages (2AC)
        • English (2ACB)
      • Romance, Italic & Rhaeto-Romanic languages (2AD)
        • French (2ADF)
      • Slavic (Slavonic) languages (2AG)
        • Polish (2AGP)