El contexto intercultural en la publicidad¿encuentro o fractura?

  1. María Victoria Rodríguez Navarro 1
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

Llibre:
Mediterráneo Inter/Transcultural: el Otro, el lugar del otro, la lengua del otro
  1. Carlota Vicens-Pujol (coord.)
  2. Cristina Solé Castells (coord.)
  3. Lídia Anoll Vendrell (coord.)
  4. María Gracia Vila Mengual (coord.)

Editorial: Universidad de las Islas Baleares = Universitat de les Illes Balears

ISBN: 9788483843857

Any de publicació: 2019

Pàgines: 715-727

Congrés: Asociación de Francesistas de la Universidad Española. Coloquio (26. 2017. null)

Tipus: Aportació congrés

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Resum

An advertisement becomes international when it attempts to reach customers from different places who speak different languages. In order to spread its message as a sole one, differences in the perception of reality, sensitivities, and contexts must be taken into account, hence making it compulsory to design specific versions for each country. These versions must consider linguistic and cultural characteristics, norms, and conventions, and thus give priority to the language and the culture of the customer. As a result, the conflict between local and global arises, as well as between standard and localized campaigns. The debate between the supporters of global homogenization and supporters of local adaptation remains open and will stay so as long as cultural and linguistic diversity exists.

Fuente de los datos: Dialnet