Press advertisements for food in Spain: Cultural orientations and communicative style

• Autores: Miguel García Yeste
• Localización: Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE ), ISSN-e 2340-2784, ISSN 1139-7241, Nº. 26, 2013 (Ejemplar dedicado a: Comunicación intercultural e internacional en el mundo de los negocios), págs. 195-216
• Idioma: inglés
• Enlaces
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• Dialnet Métricas: 3 Citas
• Resumen
  • español

    Este artículo explora la influencia de los valores culturales en el diseño de la publicidad gráfica de productos alimenticios en España. En concreto con relación a la �dependencia contextual� (Hall, 1976: 101) y al �índice de individualismo� (Hosftede, 1994: 51). Con este fin, se adaptó la tabla de correlaciones hipotéticas entre los valores culturales y el estilo comunicativo de Guillén-Nieto (2009) para el análisis macro- y microlingüístico de 100 anuncios españoles. El análisis se organizó en dos fases: (a) un estudio cualitativo de las estrategias comunicativas halladas en la muestra, y (b) un análisis cuantitativo de las estrategias descubiertas en la fase anterior con el objetivo de comprobar su significancia estadística. Los resultados indican que la influencia de la dependencia contextual y el índice de individualismo se ven reflejados en el uso de elementos verbales y no verbales, la proporción de información explícita/implícita, y el objetivo del mensaje. El artículo concluye con un conjunto de estrategias comunicativas dirigidas a profesionales y estudiantes de publicidad, así como a los especialistas de lenguas para fines específicos.

  • English

    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. Guillén-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 LSP practitioners.

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