Werbespot als Fernsehtext: Mimikry, Adaptation und kulturelle Variation

Eva Lia Wyss

Published by Max Niemeyer Verlag 1998

Werbespot als Fernsehtext

Mimikry, Adaptation und kulturelle Variation

Commercials as TV Texts. Images, mimicry and cultural variation

Eva Lia Wyss

Volume 49 in the series Medien in Forschung und Unterricht. Serie A

https://doi.org/10.1515/9783110927016

Overview
Contents

About this book

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'.

Topics

I-X Requires Authentication Unlicensed Licensed Download PDF	I
Vorwort Requires Authentication Unlicensed Licensed Download PDF	1
1. Werbung Requires Authentication Unlicensed Licensed Download PDF	5
2. Der TV-Spot ist Fernsehtext Requires Authentication Unlicensed Licensed Download PDF	25
3. Der Ort des Spots Requires Authentication Unlicensed Licensed Download PDF	77
4. Publikum, Audience, Rezeption Requires Authentication Unlicensed Licensed Download PDF	101
5. Die Aneignung von TV-Spots Requires Authentication Unlicensed Licensed Download PDF	135
6. Der TV-Spot und seine Mimikry Requires Authentication Unlicensed Licensed Download PDF	167
7. Kulturelle Variation Requires Authentication Unlicensed Licensed Download PDF	207
8. Werbe spots-Mimikry und Adaptation Requires Authentication Unlicensed Licensed Download PDF	255
9. Literaturverzeichnis Requires Authentication Unlicensed Licensed Download PDF	263
Dank Requires Authentication Unlicensed Licensed Download PDF	279
Anhang Requires Authentication Unlicensed Licensed Download PDF	281

(Deutsch)

Language: German
Publisher: Max Niemeyer Verlag
Edition: Reprint 2010
Pages
- Front matter: 10
- Main content: 287
Illustrations
- Illustrations: 74
Keywords: Schweiz; Fernsehen; Werbespot; Textualität

eBook

Published: October 6, 2010
ISBN: 9783110927016

Hardcover

Published: May 21, 1999
ISBN: 9783484340497