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

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Další údaje

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

Odkazy

URL

Kód RIV

RIV/00216224:14210/11:00054942

Organizační jednotka

Filozofická fakulta

Klíčová slova anglicky

advertising; hybridization; spokenness; writtenness; persuasion

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Anotace

V originále

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.