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278 sidor
2017

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.

Författare: Aneta Smoli?Ska, Aneta Smolinska, Aneta SmolińSka, Aneta Smoli¿Ska, Amei Koll-Stobbe
Format: Inbunden
ISBN: 9783631668771
Språk: Engelska
Antal sidor: 278
Utgivningsdatum: 2017-06-20
Förlag: Peter Lang AG