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Linguistic Varieties in Homegoing: Translating the Other’s Voice into Spanish
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Critical analysis of the main discourses of the Spanish press about the rescue of the ship Aquarius
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A corpus-based study of relative clauses in 18th and 19th centuryAustralian English
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The discourse construction of the image of Russia in the British and American press in the year 2005. A contrastive study
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A Cross-Linguistic Study of Metaphor Variation in Promotional Discourse of the Tourist Sector in Spanish, English and German: Implications for Translation
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Morphophonological Salience through Constructional Schemas: An Analysis of Two Case Studies of English Slang Words Ending in {o}
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Colour and gender: language nuances ; Color y género: matices del lenguaje
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The Durham Account Rolls Vocabulary as Evidence of Trade Relations in Late Medieval England
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Roig-Marín, Amanda. - : University of Gothenburg. Department of Languages and Literatures, 2021
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Main Challenges of EMI at the UCLM: Teachers’ Perceptions on Language Proficiency, Training and Incentives
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Repositioning English-Medium Instruction in a Broader International Agenda: Insights from a Survey on Teacher Professional Development
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Dafouz, Emma. - : Universidad de Alicante. Departamento de Filología Inglesa, 2021
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Psychometric properties of the Attitudes towards Medical Communication Scale in nursing students
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Cultural values in American and Spanish TV advertising at the beginning of COVID-19 pandemic
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Abstract:
This article discusses the similarities and differences found in some Spanish and American television advertisements broadcast at the beginning of the COVID-19 pandemic. To carry out this study, forty advertisements shown on television in the two countries during the months of March and April 2020 were analysed. Qualitative and quantitative analysis considered the cultural dimensions of identity, uncertainty avoidance and masculinity. In addition, the Chi-square formula was also applied in order to confirm that the differences found in both groups of adverts were not significantly important. The results show that a great deal of similar messages and even expressions was conveyed to both audiences in both countries, although some differences were also found. Besides, the main goal of these ads in both groups was to comfort the audience, and not to clearly promote or advertise the product. Thus, this study demonstrates once again that despite the differences that these two cultural groups display, and which are usually portrayed in intercultural literature, the context highly influences the values typically assigned to a linguistic community. That is reflected in the discourse of speakers, and it is the reason why we can find values opposite to those expected in a cultural group.
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Keyword:
COVID-19; Filología Inglesa; Individualism-collectivism; Masculinity-femininity; TV advertisements; Uncertainty avoidance
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URL: https://doi.org/10.33578/jtlee.v4i1.7876 https://doi.org/10.15581/003.34.4.135-147 http://hdl.handle.net/10045/118479
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14 |
Monitoring EMI Teachers to Assess their Progress in University Bilingual Programs
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Lecturers’ Training Needs in EMI Programmes: Beyond Language Competence
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Flaming as a surface manifestation of sexism. A linguistic perspective
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EMI Lecturer Trainers: Reflections on the Implementation of EMI Lecturer Training Course
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Promoting intercultural competence and social awareness through cooperative activities in higher education
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WebQuest como herramienta para el fomento de metodologías activas en la asignatura de Lexicología Inglesa
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Análisis semántico modal del piropo: un estudio de caso en hablantes cubanos ; A semantic-modal analysis of catcalls: a case study of Cuban speakers
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