Aneta Smolinska

Textuality and Contextuality

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

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Sprachkönnen und Sprachbewusstheit in Europa / Language Competence and Language Awareness in Europe 9
• Verlag: Peter Lang
• Artikelnr. des Verlages: 266877
• Seitenzahl: 278
• Erscheinungstermin: 20. Juni 2017
• Englisch
• Abmessung: 216mm x 153mm x 20mm
• Gewicht: 450g
• ISBN-13: 9783631668771
• ISBN-10: 3631668775
• Artikelnr.: 47563359

Autorenporträt

Aneta Smoli¿ska studied Russian and English Linguistics in ¿ód¿ 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.

Inhaltsangabe

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