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@article{966202, author = {Pelclová, Jana}, article_location = {Kaunas (Litva)}, article_number = {č. 19}, keywords = {advertising; hybridization; spokenness; writtenness; persuasion}, language = {eng}, issn = {1648-2824}, journal = {Kalbu Studijos/ Studies About Languages}, title = {Hybridization in American TV Commercials}, url = {http://www.kalbos.ktu.lt/index.php/KStud}, volume = {Neuveden}, year = {2011} }
TY - JOUR ID - 966202 AU - Pelclová, Jana PY - 2011 TI - Hybridization in American TV Commercials JF - Kalbu Studijos/ Studies About Languages VL - Neuveden IS - č. 19 SP - 89-94 EP - 89-94 SN - 16482824 KW - advertising KW - hybridization KW - spokenness KW - writtenness KW - persuasion UR - http://www.kalbos.ktu.lt/index.php/KStud L2 - http://www.kalbos.ktu.lt/index.php/KStud N2 - 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. ER -
PELCLOVÁ, Jana. Hybridization in American TV Commercials. \textit{Kalbu Studijos/ Studies About Languages}. Kaunas (Litva), 2011, Neuveden, č. 19, s.~89-94, 150 s. ISSN~1648-2824.
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