Publication details
Hybridization in American TV Commercials
| Authors | |
|---|---|
| Year of publication | 2011 |
| Type | Article in Periodical |
| Magazine / Source | Kalbu Studijos/ Studies About Languages |
| MU Faculty or unit | |
| Citation | |
| web | http://www.kalbos.ktu.lt/index.php/KStud |
| Field | Linguistics |
| Keywords | advertising; hybridization; spokenness; writtenness; persuasion |
| Description | 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. |