| Title: | Funcțiile dialogului în reclamele de televiziune |
| Author: | Andra Șerbănescu |
| Publication: | Aspecte ale dinamicii limbii române actuale. Actele colocviului Catedrei de Limba Română, 27-28 noiembrie 2002, II, Section Pragmastilistică |
| ISBN: | 973-575-825-3 |
| Editors: | Gabriela Pană Dindelegan |
| Publisher: | Editura Universității din București |
| Place: | București |
| Year: | 2003 |
| Abstract: | [The function of dialogue in TV commercials] A distinct media genre in contemporary societies, TV commercials (ads) are a parasite discourse based on bricolage: they borrow material from other genres, work upon it and inter-wave it into a new type of discourse. Dialogization of commercials (i.e., insertion of dialogue within ads) is a technique equally borrowed from literature and from face-to-face conversation. The article aims at characterizing dialogized commercials pointing out the function of dialogue within the argumentative device. Examples are taken from commercials broadcast on Romanian TV channels. Eight functions have been identified: 1. The dialogue masks a mass communication event into an instance of interpersonal communication; 2. The dialogue maps the monologue of commercials onto a conventional surface structure within which meaning is apparently negotiated; 3. The dialogue masks a directive macro-speech act into several indirect micro-speech acts which compositionally derive the supraordinate macro-speech act; 4. The dialogue unifies within the same conversational space the real world, the world of fiction, and the world of fantasy; 5. The dialogue bridges the gap between four types of discourses: every day conversation, the fictional discourse, the scientific discourse, the discourse of news; 6. The dialogue designes a special syntax of several discourse voices; 7. The dialogue introduces several perspectives on the product advertised for; 8. The dialogue is part of an argumentative device based on errors of argumentation and manipulation. The investigation of the eight functions leads to the conclusion that dialogues in TV commercials should, more accurately, be labeled as pseudo-dialogues: they instantiate a paradoxical form of oral communication, planned in advance by an outsider to the face-to-face interaction; the conversational background is presupposed, not built through direct interaction; the dialogues are assumed to be complete in context; the informational chain is broken; identities are idealized; social and conversational roles are pre-allocated; information is apparently negotiated; the topic and the focus are imposed from outside the interactional situation; the relation topic/subtopic is inverted; the cooperative maxims are opted out, and a maxim of seduction is inserted; the principle of positive politeness is abused. |
| Language: | Romanian |
| Links: |  pdf  html |
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