Hybridization in American TV Commercials



Rok publikování 2011
Druh Článek v odborném periodiku
Časopis / Zdroj Kalbu Studijos/ Studies About Languages
Fakulta / Pracoviště MU

Filozofická fakulta

www http://www.kalbos.ktu.lt/index.php/KStud
Obor Jazykověda
Klíčová slova advertising; hybridization; spokenness; writtenness; persuasion
Popis 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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