The Language of Graphic Advertising in the UK: Cultural Considerations
2011 (English)In: ITL. Institut voor toegepaste linguistik, ISSN 0019-0829, no 162, 36-63 p.Article in journal (Refereed) Published
The aim of this article is to explore the influence of cultural values on the design and commu-nicative style of British graphic advertisements for food and beverages, particularly in relationto Hall’s context dependence and Hofstede’s individualism index. The motivation for this studycomes from the increasing importance of international trade and cross-cultural and interculturalcommunication strategies. Additionally, previous research projects (ELISE, ELUCIDATE, ELAN)have emphasized the dramatic effect the lack of these skills has on business effectiveness.Therefore, Guillén-Nieto’s correlations model between culture-specific and language-specificbehaviour (2009) was adopted, and 100 British advertisements were collected and analyzed.First, a qualitative examination of the sample using ATLAS.ti and SPSS software tried to iden-tify any patterns present in the sample. Second, the realization of the aforementioned patternswas considered. The results of these analyses highlight the fact that the language-specificbehaviour associated with context dependence is clearly visible in the sample, whereas theindividualism index does not seem to be as influential in the design of press advertisements forfood in the UK. Finally, some guidelines are provided in order to aid international companies inadvertising their products more effectively in the UK.
Place, publisher, year, edition, pages
Peeters Publishers, 2011. no 162, 36-63 p.
ESP, cross-cultural pragmatics, intercultural pragmatics, communicative styles, cultural values and orientations
Research subject English; Linguistics
IdentifiersURN: urn:nbn:se:su:diva-78965OAI: oai:DiVA.org:su-78965DiVA: diva2:546006