Textuality and Contextuality
Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe
(Sprache: Englisch)
Exploring the genre of advertising in three European languages (British English, French and Polish), this volume offers a contrastive study of the differences between high- and low-context cultures. Aspects covered include the use of foreign languages, the...
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Exploring the genre of advertising in three European languages (British English, French and Polish), this volume offers a contrastive study of the differences between high- and low-context cultures. Aspects covered include the use of foreign languages, the relation between text and images and the interaction between advertising images and readers.
Klappentext zu „Textuality and Contextuality “
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.
Inhaltsverzeichnis zu „Textuality and Contextuality “
Advertising language - Cross-cultural comparison - High-context cultures - Low-context cultures - Collectivism - Individualism - Visual language - Verbal language - Multimodality - Textuality of pictures - Text-image relations - Layout - Foreign languages
Autoren-Porträt von Aneta Smolinska
Aneta Smolinska studied Russian and English Linguistics in Lódz and Lancaster where she received a master's degree. Later she became a PhD student in English Linguistics at the University of Greifswald. Her research interests lie in Anthropological Linguistics, Discourse Analysis and the interaction of verbal and visual communication.
Bibliographische Angaben
- Autor: Aneta Smolinska
- 2017, Neuausgabe, 278 Seiten, Maße: 15,3 x 21,6 cm, Gebunden, Englisch
- Verlag: Peter Lang Ltd. International Academic Publishers
- ISBN-10: 3631668775
- ISBN-13: 9783631668771
- Erscheinungsdatum: 20.06.2017
Sprache:
Englisch
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