The voices of Swiss television commercials
Bibliographic Data
| ID | 11293286 |
|---|---|
| Authors | David Lee (0000-0003-0182-9796, corresponding author) |
| Year | 1991 |
| Volume | 10 |
| Issue | 3 |
| Pages | 295-324 |
| Publication date | 1991-01-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Multilingua (JOURNAL) |
| Journal identifiers | ISSN: 0167-8507 • E-ISSN: 1613-3684 |
| Publisher | Walter de Gruyter GmbH (PUBLISHER • DE) |
| DOI | 10.1515/mult.1991.10.3.295 |
| OpenAlex | W2079572117 |
| Language | EN |
| Citations received | 3 |
Since the discourses of television commercials are transposed and transformed variants of the discourses of the host society, the voices of the commercial in a diglossic society such as German-speaking Switzerland offer an interesting perspective on the sociolinguistic aspects of diglossia. Variation between High German and localized Swiss German in a corpus of television commercials is analyzed here with respect to its role in the mediation of messages concerning genre, product type, product image, audience and related factors. The most important factor associated with variation is the structure of the commercial itself, the Comment voice being dominated by High German, the Action component by Swiss varieties. However, patterns of variation are far from straightforward. The Comment voice in particular articulates with local discursive practices in complex ways. Variation is involved in the mediation of different meaning potentials, different ‘ways of speaking’.There are reflexes here of ongoing changes in the relationship between High German and local varieties in Switzerland
Advertising · Diglossia · German · Linguistics · Meaning (existential · Mediation · Neuroscience of multilingualism · Perspective (graphical · Social science · Sociology · Variation (astronomy · Computer Science · Gender Studies in Language · Linguistic research and analysis · Linguistics, Language Diversity, and Identity · Psychology
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,09 |
| Citation span | 1992 - 2013 (22) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 2 |