About this paper

Appears in:
Pages: 5534-5538
Publication year: 2013
ISBN: 978-84-616-3822-2
ISSN: 2340-1117

Conference name: 5th International Conference on Education and New Learning Technologies
Dates: 1-3 July, 2013
Location: Barcelona, Spain

"SLICE OF LIFE" AND ITS EDUCATIONAL IMPACT ON RECIPIENT: CASE OF GERMAN AND JAPANESE ADVERTISING

P. Tesarova

Masaryk University (CZECH REPUBLIC)
Originally used as a theatrical term, a “slice of life” depicts real everyday life and situations in which individuals, families and groups of people commonly find themselves in. This concept is popular and used worldwide, to certain extent also in the advertising discourse.
This paper deals with the choice and usage of specific linguistic means characteristic of this variety of advertising. It makes use of comparison of German and Japanese television advertising.The new style of "slice of life" is not at all limited only to products of daily use such as detergents, as it used to be in the past, but is nowadays also being applied in a much more sophisticated way to a large variety of products ranging from clothes to food. With sociolinguistic approach and on the background of two distinctive cultures, this case study analyzes German and Japanese television advertising from the year 2013. It also discusses educational impact of the said approach on the recipient.
@InProceedings{TESAROVA2013SLI,
author = {Tesarova, P.},
title = {"SLICE OF LIFE" AND ITS EDUCATIONAL IMPACT ON RECIPIENT: CASE OF GERMAN AND JAPANESE ADVERTISING},
series = {5th International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN13 Proceedings},
isbn = {978-84-616-3822-2},
issn = {2340-1117},
publisher = {IATED},
location = {Barcelona, Spain},
month = {1-3 July, 2013},
year = {2013},
pages = {5534-5538}}
TY - CONF
AU - P. Tesarova
TI - "SLICE OF LIFE" AND ITS EDUCATIONAL IMPACT ON RECIPIENT: CASE OF GERMAN AND JAPANESE ADVERTISING
SN - 978-84-616-3822-2/2340-1117
PY - 2013
Y1 - 1-3 July, 2013
CI - Barcelona, Spain
JO - 5th International Conference on Education and New Learning Technologies
JA - EDULEARN13 Proceedings
SP - 5534
EP - 5538
ER -
P. Tesarova (2013) "SLICE OF LIFE" AND ITS EDUCATIONAL IMPACT ON RECIPIENT: CASE OF GERMAN AND JAPANESE ADVERTISING, EDULEARN13 Proceedings, pp. 5534-5538.
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