Werbespot als Fernsehtext
by
Eva Lia Wyss
Book Details
Format
Hardback or Cased Book
Book Series
Medien in Forschung Und Unterricht. Serie a
ISBN-10
3484340495
ISBN-13
9783484340497
Publisher
De Gruyter
Imprint
De Gruyter
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jan 1st, 1999
Print length
297 Pages
Weight
594 grams
Dimensions
23.40 x 15.60 x 1.80 cms
Product Classification:
Writing & editing guidesWriting and editing guides
Ksh 18,000.00
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Commercials are an integral part of television ''text'' and can no longer be appropriately described as ''external'' to it. Instead they need to be regarded in their interrelation with the text varieties encountered on the various TV channels, both public and private. The discourse-analytic classification of commercials and the place they have in the flow of TV programs demonstrates the (more or less) free interpermeability of the ongoing TV text. Certain phenomena describable as ''textual mimicry'' cement this conclusion. An analysis of viewer mail shows clearly how commercials become part of the image of a particular channel. Swiss Television has commercials dubbed and adapted for the various language regions. These are not only modified in cultural terms but also adapted to the respective channel and its specific ''culture''.
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