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<p class="EC_MsoNormal">One of my student researchers—in a BS/MD program—is studying
pharmaceutical advertisements.<span style=""> </span>She is analyzing televised ads for products to enhance the sexual
performance of women and men, although the purpose of the products is never
mentioned directly.<span style=""> </span>For example, according to my student, one
ad depicts three women chatting about PMS casually in what looks like an
after-work bar setting.<span style=""> </span>After one
offers another a folk diagnosis and recommends a pharmaceutical product, a third, in a
different and detached voice, mentions the possible side effects of taking the product.<i style=""> </i>This warning probably is required by
law.<span style=""> </span>In
the end, the ad plays on
humorous recognition that the third woman not only is one of the girls
(who interacts casually and even uses a bit of non-standard grammar),
but also is a physician.<span style=""> </span>We are trying to characterize the voice/voicing of
medical authority that delivers the warning, which, female or male, is performed in other ads of the same
genre.<span style=""> </span>Some
students have applied terrific concepts of entextualization, and we
also have coined a not sufficiently multimodal term, register
displacement.<span style="">
</span>Can anyone help us characterize this phenomenon from the literature or simply by brainstorming?</p>
<p class="EC_MsoNormal"> </p>
<p class="EC_MsoNormal">Thank you very much.</p>
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<p class="EC_MsoNormal">Maggie Ronkin</p></td></tr></tbody></table></td></tr></tbody></table><br><br><br><br /><hr />Boo! Scare away worms, viruses and so much more! Try Windows Live OneCare! <a href='http://onecare.live.com/standard/en-us/purchase/trial.aspx?s_cid=wl_hotmailnews' target='_new'>Try now!</a></body>
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