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Textuality and Contextuality : Cross-Cultural Advertising from the Perspective of High- Vs. Low-Context

Textuality and Contextuality : Cross-Cultural Advertising from the Perspective of High- Vs. Low-Context - image 1 of 1

About this item

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.

Edition: New
Number of Pages: 276
Genre: Language + Art + Disciplines, Art, Foreign Language Study
Series Title: Sprachkonnen Und Sprachbewusstheit in Europa / Language Competence and Language Awareness in Europe
Format: Hardcover
Publisher: Peter Lang Pub Inc
Author: Aneta Smolinska
Language: English
Street Date: June 20, 2017
TCIN: 52797580
UPC: 9783631668771
Item Number (DPCI): 248-49-6712
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$67.95
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