A Cross-Cultural Analysis of Advertisements from High-Context Cultures and Low-Context Cultures

He Bai

English Language Teaching, 2016, vol. 9, issue 8, 21

Abstract: With the development of economy and the change of social culture, advertisements have penetrated our life slowly and done a lot to the commercial markets. Advertisements have often been analyzed in a stylistic way for its unique language style. But language is an important part, as well as a carrier, of culture. Advertising language, as other kinds of languages, is also a significant component of culture and is a comprehensive collection of different aspects of culture. In turn, it reflects culture in its own way. A cultural pattern, put forward by Edward T. Hall and called “high context†and “low context†communication, will be focused on to analyze different advertisements from these two cultures.

Date: 2016
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