Press advertisements for food in Spain: cultural orientations and communicative style
(English)In: Ibérica, ISSN 1139-7241Article in journal (Refereed) Accepted
This paper aims to explore the influence of cultural values on the design and communicative style of Spanish graphic advertising for food and beverages, particularly in relation to Hall’s context dependence (1976: 101) and Hofstede’s individualism index (1994: 51). Thus, Guillén-Nieto’s (2009: 49-50) table of hypothetical correlations between culture and communicative style is adapted for the analysis of 100 Spanish advertisements at the macro- and microlinguistic levels. This research also tries to draw connections between the texts’ communicative style and the Spanish cultural values and orientations, as identified by previous studies. The study is organised in two stages: (a) a qualitative examination of the communicative strategies found in the sample; and (b) a quantitative analysis of the previous findings in order to identify statistically significant patterns. The results highlight the relevance of certain cultural values and orientations in the design of press advertising in Spain; the language-specific behaviour associated with context dependence and the individualism index is visible in the sample in relation to the use of verbal and non-verbal elements, the explicitness of the communicative style and the purpose of the message. A set of multimodal communicative strategies is offered at the end of the paper aimed at advertising professionals and students, and ESP practitioners.
corss-cultural pragmatics, intercultural pragmatics, communicative styles, cultural values and orientations
Research subject Linguistics; English
IdentifiersURN: urn:nbn:se:su:diva-78966OAI: oai:DiVA.org:su-78966DiVA: diva2:546014