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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Textuality and Contextuality - Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe (Hardcover, New edition)
Loot Price: R1,844
Discovery Miles 18 440
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Textuality and Contextuality - Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe (Hardcover, New edition)
Series: Sprachkoennen und Sprachbewusstheit in Europa / Language Competence and Language Awareness in Europe, 9
Expected to ship within 12 - 19 working days
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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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