Laughter in TV commercials
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F20%3A63526730" target="_blank" >RIV/70883521:28130/20:63526730 - isvavai.cz</a>
Alternative codes found
RIV/70883521:28150/20:63526730
Result on the web
<a href="http://www.stauffenburg.de/asp/books.asp?id=1496" target="_blank" >http://www.stauffenburg.de/asp/books.asp?id=1496</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Laughter in TV commercials
Original language description
This contribution examines the uses and functions of laughter in television commercials. Based on a database containing 4900 television commercials, a corpus of 1769 spots was compiled, and multimodal aspects of laughter were analysed in this corpus. 14 different parameters related to laughter were annotated (properties of the laughing person or persons, the visual and/or auditory presence of the laughter, context of and cause for the laughter, functions of the laughter in relation to the advertising message, etc.). Laughter is not always related to humour or a comical situation. On the one hand, funny situations can be found in many spots where laughter is absent, while on the other hand, laughter often occurs in situations that are not so funny as to justify its presence. The use of laughter in TV spots is therefore less cogent than one might assume. Its primary function is to illustrate joy and to express positive emotions that should be associated with the product.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Zeitschrift Fur Semiotik
ISSN
0170-6241
e-ISSN
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Volume of the periodical
40
Issue of the periodical within the volume
3-4
Country of publishing house
DE - GERMANY
Number of pages
32
Pages from-to
103-134
UT code for WoS article
000602679500006
EID of the result in the Scopus database
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