Hybridization in American TV Commercials

PELCLOVÁ, Jana. Hybridization in American TV Commercials. Kalbu Studijos/ Studies About Languages. Kaunas (Litva), 2011, Neuveden, č. 19, s. 89-94, 150 s. ISSN 1648-2824.

Základní údaje

• Originální název: Hybridization in American TV Commercials
• Autoři: PELCLOVÁ, Jana (203 Česká republika, garant, domácí).
• Vydání: Kalbu Studijos/ Studies About Languages, Kaunas (Litva), 2011, 1648-2824.

Další údaje

• Originální jazyk: angličtina
• Typ výsledku: Článek v odborném periodiku
• Obor: 60200 6.2 Languages and Literature
• Stát vydavatele: Litva
• Utajení: není předmětem státního či obchodního tajemství
• WWW: URL
• Kód RIV: RIV/00216224:14210/11:00054942
• Organizační jednotka: Filozofická fakulta
• Klíčová slova anglicky: advertising; hybridization; spokenness; writtenness; persuasion

Anotace

The article studies the process of hybridization in American TV commercials for products of everyday use. Hybridization is understood as a combination of elements of writtenness with those of spokenness. The objective is to analyze this process in three language entities, the secondary participant, the voice-over and the superimposed text, a commercial works with. It reveals that the secondary participant primarily inclines towards spokenness, while the super towards writtenness. The voice-over combines features of both varieties but has a tendency to be more written-like. The task of the individual entities is then to keep the adopted elements in balance so the whole message is more acceptable and credible. The process thus functions as a persuasive strategy used in order to shift the advertising communication onto more private level and to increase the effectivity of a commercial.