Textuality and Contextuality
Autor: | Smoli¿ska, Aneta |
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EAN: | 9783631668771 |
Sachgruppe: | Sprachwissenschaft, Literaturwissenschaft |
Sprache: | Englisch |
Seitenzahl: | 278 |
Produktart: | Gebunden |
Veröffentlichungsdatum: | 20.06.2017 |
Untertitel: | Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe |
Schlagworte: | Analyse (literarisch, sprachlich) / Textanalyse Analyse / Textanalyse Fremdsprachenunterricht Komparatistik Kunsthandel Literaturwissenschaft Literaturwissenschaft (vergleichende) Mäzen - Mäzenatentum Sprachwissenschaft / Komparatistik Textanalyse Vergleichende Literatur- u. Sprachwissenschaft |
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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.