CÂND BOMBOANELE RÂD. UN STUDIU DE CAZ ASUPRA PRODUSELOR CARE PROVOACĂ RÂSUL ÎNTR-O RECLAMĂ TV
WHEN SWEETS LAUGH. A CASE ANALYSIS OF THE LAUGHING PRODUCTS IN TV ADVERTISMENTS

Summary/Abstract: The purpose of this article is to look at the audiovisual advertising texts from the perspective of the recipient, while the center of interest laughter as a form of nonverbal behaviour is. Firstly, the concept of laughter is defined, the manner in which audiovisual advertising texts, ie commercials, are generated, and how it is decided when, where, and how will be laughed it. This means, that not only texts themselves, but also ethnographical data are used to sume up the results of the analysis. Finally, two commercials are analysed as small case studys. Two commercial spots were selected as examples, where not people, but products, are laughing. It turns out that the laughter of products in the advertising texts does not occur as often as expected and that the recipients can only hear and not see the laughter of products in these cases. Above all, however, the two case analyzes show that laughter most probably has not a clear meaning or function in the commercial.

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