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Werbespot als Fernsehtext
Hardcover
Series: Medien in Forschung Und Unterricht. Serie a, Book 49
General ReferenceWriting Instruction
ISBN13: 9783484340497
Publisher: De Gruyter
Published: May 21 1999
Pages: 297
Weight: 1.31
Height: 0.69 Width: 6.14 Depth: 9.21
Language: German
Werbespots sind in den Fernsehtext integriert und nicht länger als au erhalb zu verstehen. Sie sind zu beschreiben in ihrer Verflechtung mit Textsorten der öffentlich-rechtlichen und privaten Sender.
Eine publizistisch-diskursanalytische Einordnung steht am Anfang der Untersuchung. Spots zeigen die Funktionen des Audiovisuellen, mitunter verdeutlichen sie diese: TV-Spots sind aktuell, kommerziell, populär und alltäglich wie der Fernsehtext im allgemeinen. Botschaften der ProduzentInnen sind als readings von den Interessen der RezipientInnen abhängig. Eine Analyse von Zuschauerpost macht deutlich, wie TV-Spots Teil des Sender-Images werden, Teil des Profils, das sich ein Sender gibt. Ein weiterer Punkt ist die Verortung des Textes im flow des Fernsehens. Interessant zu beobachten ist hier die Aufwertung von TV-Spots au erhalb der Werbeinseln.
An den Phänomenen von Mimikry, der Nachahmung von televisiven Textsorten, zeigt sich die gro e Durchlässigkeit des Fernsehgenres. Phänomene kultureller Variation werden am Beispiel des Schweizer Fernsehens untersucht. Für die Sprachregionen werden in SF DRS, TSR und TSI synchronisierte und adaptierte TV-Spots ausgestrahlt. Es zeigt sich jedoch nicht blo eine unterschiedlich spezifische Anpassung der Texte an die Sprachregionen bzw. Sendegebiete, sondern vielmehr eine Anpassung an den einzelnen Sender, eine diskursive Einbettung des Werbetextes in die Senderkultur.
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