Year: 1987
Type: book
Abstract: C om m ercials offer fertile ground fo r relating linguistic form to specific communicative functions.Conversational processes, like other language features, are exploited in the service o f commercial goals.Both individual utterances and sequences o f utterances reflect the advertiser's persuasive purpose within a local context established by the commercial itself.This dissertation examines the organization of conversational features in selected commercials.Television com m ercials that use conversation to m arket a product face the communicative challenge o f persuading viewers through an onscreen interaction to v/hich the view er is an eavesdropper rather than an addressee.Two levels of communicative interaction are relevant, the local onscreen interaction between speaking characters and the essential persuasive activity between advertiser and viewer.Advertisers orient commercial talk to the accomplishment o f communicative goals on both levels.Individual utterances in conversational commercials accomplish either the local event of simulating natural interaction or the persuasive activity of presenting the product or both.Sequences o f utterances exploit conventions of natural conversation while moving the commercials along the lines determined by the advertisers.
Author: Karen Ann Hunold
Language: English
Subfield: Language and Linguistics
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2129400998