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OverviewThis 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. Full Product DetailsAuthor: Aneta SmolińskaPublisher: Peter Lang AG Imprint: Peter Lang AG Edition: New edition Volume: 9 Weight: 0.450kg ISBN: 9783631668771ISBN 10: 3631668775 Pages: 278 Publication Date: 20 June 2017 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsAdvertising language – Cross-cultural comparison – High-context cultures – Low-context cultures – Collectivism – Individualism – Visual language – Verbal language – Multimodality – Textuality of pictures – Text-image relations – Layout – Foreign languagesReviewsAuthor InformationAneta 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. Tab Content 6Author Website:Countries AvailableAll regions |
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