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Press advertisements for food in Spain: Cultural orientations and communicative style
Stockholm University, Faculty of Humanities, Department of English.
2013 (English)In: Ibérica, ISSN 1139-7241, no 26, 195-215 p.Article in journal (Refereed) Published
Abstract [en]

This paper investigates the impact of cultural values on the design and communicative style of Spanish graphic advertising for food and beverages. More specifically, the influence of Hall's (1976: 101) context dependence and Hofstede's (1994: 51) individualism index is surveyed. Gnillen-Nieto's (2009) table of hypothetical correlations between culture and communicative style is adapted for the analysis of 100 Spanish advertisements at the macro- and microlinguistic levels. The study is organised in two stages: (i) a qualitative examination of the communicative strategies found in the sample; and (ii) a quantitative analysis of the previous findings in order to identify significant patterns statistically. The findings indicate that context dependence and the individualism index can be traced in the texts in relation to the verbal and nonverbal 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 as well as TSP practitioners.

Place, publisher, year, edition, pages
2013. no 26, 195-215 p.
Keyword [en]
context dependence, intercultural pragmatics, communicative styles, cultural values and orientations, individualism index
National Category
General Language Studies and Linguistics
URN: urn:nbn:se:su:diva-97671ISI: 000326856300010OAI: diva2:680117


Available from: 2013-12-17 Created: 2013-12-16 Last updated: 2013-12-17Bibliographically approved

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Garcia-Yeste, Miguel
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