Werbespot als Fernsehtext: Mimikry, Adaptation und...

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Werbespot als Fernsehtext: Mimikry, Adaptation und kulturelle Variation

Eva Lia Wyss
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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'.

Yıl:
1999
Baskı:
Reprint 2010
Yayımcı:
Max Niemeyer Verlag
Dil:
german
Sayfalar:
297
ISBN 10:
3110927012
ISBN 13:
9783110927016
Seriler:
Medien in Forschung und Unterricht. Serie A; 49
Dosya:
PDF, 76.47 MB
IPFS:
CID , CID Blake2b
german, 1999
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