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Textuality and Contextuality on Hardback by Aneta Smolinska
Textuality and Contextuality on Hardback by Aneta Smolinska
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Textuality and Contextuality

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

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.

Author Biography:

Aneta Smolińska studied Russian and English Linguistics in Łódź 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.
Release date Australia
June 20th, 2017
Audience
  • Professional & Vocational
Edition
New edition
Illustrations
21 Illustrations, unspecified
Pages
278
ISBN-13
9783631668771
Product ID
28386495

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