Use of figures of speech in Thai and Canadian prime-time television advertisements

TitleUse of figures of speech in Thai and Canadian prime-time television advertisements
Publication Typeวิทยานิพนธ์/Thesis
Year of Publication2011
AuthorsJirayu Sinsiri
DegreeMaster of Arts
InstitutionUbon Ratchathani University
CityUbon Ratchathani
Call NumberPL J61
KeywordsTelevision advertisin-- Figures of speech-- Thailand, Television advertising-- Figures of speech-- Canada
Abstract

This cross-cultural study aims to explore similarities and differences
in the use of figures of speech in Thai and Canadian television advertisements
airing between 8 and 10 p.m. in the two most viewed Thai (Ch 7) and Canadian (CTV)
television channels. The samples consisted of 155 Thai commercials recorded during
August 2007 and 152 Canadian commercials collected during May 2007.
The results showed that the frequency rates of the use of figures of speech in commercials
from the two countries varied. Overall, Thai advertisements employed a higher number of
figures of speech. Higher incidence of figures of speech in Thai commercials included higher
frequency of repetitions, substitutions and others (i.e. hyperbole, onomatopoeia and rhetorical
question). Different cultural patterns, Thailand as a high-context and Canada as a low-context
culture, and different languages spoken are posited to be the major factors that cause the
differences in the use of figures of speech. However, similarities were also discovered in the
use of figures of speech under destabilization and reversal.

URLhttp://medias.lib.ubu.ac.th/medias/pdf/fulltext1/ethesis/Jirayu_Sin/abstract.pdf
Title Alternate การเปรียบเทียบการใช้ภาพพจน์ในงานโฆษณาทางโทรทัศน์ของประเทศไทยและประเทศแคนาดา