Publication details [#4001]

Norlyk, Birgitte. 1999. Translation and communication: the influence of culture and context in Danish and British sales. Hermes 23 : 77–92.
Publication type
Article in jnl/bk
Publication language


Using a framework of culture and context, the present case study compares the English language version of a standardized sales brochure, produced in Denmark, to a culturally adapted brochure made especially for the British market. First, the analysis demonstrates the influence of cultural contexts on the concept of appropriate product settings. Second, the analysis illustrates how differences in coding and decoding processes influence the stylistics of product descriptions and the choice of selling points in Denmark and in Britain.
Source : Abstract in journal