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Werbespot als Fernsehtext Mimikry, Adaptation und kulturelle Variation von Wyss, Eva L. (eBook)

  • Erscheinungsdatum: 06.10.2010
  • Verlag: Walter de Gruyter GmbH & Co.KG
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Werbespot als Fernsehtext

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'.


    Format: PDF
    Kopierschutz: watermark
    Seitenzahl: 297
    Erscheinungsdatum: 06.10.2010
    Sprache: Deutsch
    ISBN: 9783110927016
    Verlag: Walter de Gruyter GmbH & Co.KG
    Größe: 78302 kBytes
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