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Textuality and Contextuality : Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe - Amei Koll-Stobbe

Textuality and Contextuality

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

By: Amei Koll-Stobbe, Aneta Smoli?ska

eBook | 11 July 2017

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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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Non-Fiction Arts & Entertainment General Issues in Art Financial Aspects of Art Language & Linguistics Language Learning & Teaching Linguistics Semantics & Discourse Analysis Society & Culture Cultural Studies Media Studies Advertising & Society

Sociology & Anthropology Anthropology Social & Cultural Anthropology, Ethnography Reference, Dictionaries & Guides

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