The voices of Swiss television commercials

Lee D. (1991) The voices of Swiss television commercials. Multilingua, 10 3: 295-324. doi:10.1515/mult.1991.10.3.295

Author Lee D.
Title The voices of Swiss television commercials
Journal name Multilingua   Check publisher's open access policy
ISSN 1613-3684
Publication date 1991-01-01
Sub-type Article (original research)
DOI 10.1515/mult.1991.10.3.295
Open Access Status Not yet assessed
Volume 10
Issue 3
Start page 295
End page 324
Total pages 30
Language eng
Subject 1203 Design Practice and Management
3310 Linguistics and Language
3315 Communication
Abstract 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.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collection: Scopus Import - Archived
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Citation counts: Scopus Citation Count Cited 2 times in Scopus Article | Citations
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