El contexto intercultural en la publicidad¿encuentro o fractura?
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Universidad de Salamanca
info
- Carlota Vicens-Pujol (coord.)
- Cristina Solé Castells (coord.)
- Lídia Anoll Vendrell (coord.)
- María Gracia Vila Mengual (coord.)
Publisher: Universidad de las Islas Baleares = Universitat de les Illes Balears
ISBN: 9788483843857
Year of publication: 2019
Pages: 715-727
Congress: Asociación de Francesistas de la Universidad Española. Coloquio (26. 2017. null)
Type: Conference paper
Abstract
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.