Cultural Differences between the United Kingdom and the United States: A Case Study of the Different Linguistic Features in British and American Vogue

Abstract

Abstract

This study examines how different uses of English under the context of British and American Vogue could expose the cultural difference between the UK and the US. Although both countries share English as their primary language, they have developed distinct cultural identities, making them useful for examining how the same language can communicate different cultural values. To investigate this, the study analyses 20 Vogue issues from 2022, consisting of 10 British Vogue and 10 American Vogue issues. Elements that were specifically examined were italicised words, titles, imperatives, descriptive language, syntax and the relationship between verbal and visual elements. The findings identify three major differences. British Vogue more frequently uses specialised fashion terminology, emphasises the physical qualities of products advertised, and frames fashion as a way to express self identity. In contrast, American Vogue puts in bold idealistic language, focuses more on the atmosphere and mood of products advertised, and presents fashion as a means of enhancing external experiences. These differences may reflect broader cultural values, including Britain's historical relationship with authority and self-expression through fashion, and America's association with consumerism and the American Dream.