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dc.contributor.authorDequilla, Ma. Asuncion Christine V.
dc.coverage.spatialPhilippineen
dc.date.accessioned2024-07-08T02:07:56Z
dc.date.available2024-07-08T02:07:56Z
dc.date.issued2012-01
dc.identifier.citationDequilla, M. A. C. V. (2012). Lexical features of Philippine TV commercials: a narrative inquiry. WVSU Research Journal, 6(1), 1-13.en
dc.identifier.issn0119-7665
dc.identifier.urihttps://hdl.handle.net/20.500.14353/525
dc.description.abstractThis paper aimed to describe how gender is realized in Philippine TV commercial discourse through a textual and content analyses of the microstructure-features. From the pool of TV commercials aired and video recorded, data were quantified identifying the target audience female, male, and mixed-gender) and the classification of various linguistic features taken from the transcript of the voiceover, speaking lines assigned to women and men, and the background text . The corpus of data was analyzed vis-à-vis gender imaging. In general, the lexical features used in Philippine TV commercials include the use of neologisms and word play. Specifically, the female-directed TV ads made use of neologism and alliteration. On the other hand, the male-directed TV ads employed word play through the rhyme, rhythm, and assonance while the mixed-gender directed TV ads utilized neologism, alliteration, and allusion These features based on the data gathered were not conclusive to suggest gendered imaging: rather, they were more of the stylistic features characteristic of Philippine TV commercials. Apparently, code-switching was prevalent in Philippine TV commercials across the different audience-directed categories, but the female-directed TV ads showed the use of English as the dominant language in code-switching while the male-directed TV ads preferred to use Filipino dominant code-switching. The commercials directed to a mixed-gender audience had a similar pattern with that of the commercials directed to the male audience in terms of the dominant language preferred in code-switching. Apparently, code-switching was prevalent across Philippine TV commercials and with preference to use English only. Incorporated in the Filipino schema of communication is code-switching regardless of the target audience's gender and this is realized in Philippine TV commercials.en
dc.language.isoenen
dc.publisherCollege of Education, West Visayas State Universityen
dc.subjectCode-switchingen
dc.subjectWord playen
dc.subjectDiscourse analysisen
dc.subjectGendered imagingen
dc.subjectLexical featuresen
dc.subjectNeologismsen
dc.subjectTextual and content analysesen
dc.subjectNeologism and alliterationsen
dc.subjectGender communicationen
dc.subjectLinguistic featuresen
dc.subjectNovel worden
dc.subjectMale-directed TV commercialen
dc.subjectFemale-directed TV commercialen
dc.subjectMix-directed TV commercialen
dc.subjectIntersentential code switchingen
dc.subjectIntrasentential code switchingen
dc.subject.lcshWords, Newen
dc.subject.lcshPlays on wordsen
dc.subject.lcshCode switching (Linguistics)en
dc.subject.lcshMotion picture producers and directorsen
dc.subject.lcshPhilippinesen
dc.subject.lcshDiscourse analysisen
dc.subject.lcshTelevision commercialsen
dc.subject.lcshEnglish languageen
dc.subject.lcshAdvertisingen
dc.subject.lcshLinguisticsen
dc.titleLexical features of Philippine TV commercials: A narrative inquiryen
dc.typeArticleen
dcterms.accessRightsLimited public accessen
dc.citation.journaltitleWVSU College of Education Research Journalen
dc.citation.volume6en
dc.citation.issue1en
dc.citation.firstpage1en
dc.citation.lastpage13en


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