Intercultural Communication. A Linguistic Approach
Intercultural Communication. A Linguistic Approach

Summary/Abstract: The author debates upon the signification of intercultural communication, given the fact that cultures are nowadays defined in relation to one another, and not isolated. The main point is that all acts of communication develop following certain rules regarding message, meaning, channel of communication and ideological and cultural background and there fore respecting these rules ensures that there are no gaps in communication processes. Finally, advertising is considered the main contemporary instrument for contemporary intercultural communication and, therefore, all forms of it – including branding – must keep sight of cultural and ideological background. Therefore, the author’s option is to consider branding and selling of products more like cultural acts and less as mere transactions.

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