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

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.\n\nTaking 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. Additional ISBNs 9783631668771, 9783631706459, 3631668775, 3631706456Textuality and Contextuality: Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe 1st Edition is written by Aneta Smolinska and published by Peter Lang Gmb H, Internationaler Verlag der Wissenschaften. ISBNs for Textuality and Contextuality are 9783631706442, 3631706448 and the print ISBNs are 9783631668771, 3631668775. Additional ISBNs include 3631668775, 3631706456, 9783631668771, 9783631706459.