PELCLOVÁ, Jana. Hybridization in American TV Commercials. Kalbu Studijos/ Studies About Languages. Kaunas (Litva), 2011, Neuveden, č. 19, p. 89-94, 150 pp. ISSN 1648-2824.
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Basic information
Original name Hybridization in American TV Commercials
Authors PELCLOVÁ, Jana (203 Czech Republic, guarantor, belonging to the institution).
Edition Kalbu Studijos/ Studies About Languages, Kaunas (Litva), 2011, 1648-2824.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 60200 6.2 Languages and Literature
Country of publisher Lithuania
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/00216224:14210/11:00054942
Organization unit Faculty of Arts
Keywords in English advertising; hybridization; spokenness; writtenness; persuasion
Changed by Changed by: Mgr. Jana Pelclová, Ph.D., učo 39970. Changed: 27/1/2015 11:15.
Abstract
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.
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