Publication details

Hybridization in American TV Commercials



Year of publication 2011
Type Article in Periodical
Magazine / Source Kalbu Studijos/ Studies About Languages
MU Faculty or unit

Faculty of Arts

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.

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