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Hi Celso,<br><br>Thanks for the link to your article! It's not mimicked self-quotation but another voice that intrudes, sometimes embodied (e.g. the dual roles of one of the girls who's also a physician in my student's first example), and sometimes not. Below is another example. The Narrator, intruding in Line 12, is a displaced voice in a medical register (And I'm told that the visual accompanying the intruding voice is a romantic scene between a man (evoked in lines 1 to 3) and a women). Also, there's a bit of variation across examples: This one makes the warning accessible with understandable vocabulary and simple directives, and makes explicit mention of the purpose of the product in Line 13.<br><br>Reporting on an auto advertisement, one respondent has helpfully observed that this way of delivering what are probably legally obligatory warnings in television advertising also is <span style="font-style: italic;">not</span> restricted to pharmaceutical advertising.<br><br>Maggie<br>
<font face="Times New Roman" size="3">Man: <br>1. Wouldn’t you know
it<br>2 One moment we’re on the
road to romance (1.0)…<br>3 when suddenly it gets interrupted</font> <br><font face="Times New Roman" size="3">[sound of knocking on door]</font> <br>...<br><font face="Times New Roman" size="3">Narrator: <br>12 Tell your doctor
about your medical conditions and all medications<br>13 and ask if you’re healthy
enough for sexual activity<br>14 Don’t take Cialis if you
take nitrates for chest pain<br>15 as this may cause an unsafe
drop in blood pressure <br>16 Don’t drink alcohol in
excess with Cialis<br>17 Side effects may include
headache, upset stomach</font><BR><font face="Times New Roman" size="3">etc (list).<br></font><BR>> Date: Sun, 4 Nov 2007 21:23:09 +0100<br>> To: linganth@cc.rochester.edu<br>> From: lxalvarz@udc.es<br>> Subject: Re:[Linganth] Medical Authority in Pharmaceutical Ads<br>> <br>> Hi Maggie, could you elaborate on "register displacement"? Is it like <br>> mimicked self-quotation in a different "voice"? I wrote something on "code <br>> displacement" some years, though I don't know if that's the same thing. <br>> It's: Celso Álvarez-Cáccamo. 1996. "The power of reflexive language(s): <br>> Code displacement in reported speech". Journal of Pragmatics 25, pp. 33-59. <br>> You can get it at: http://www.udc.es/dep/lx/cac/artigos/1996jop.pdf .<br>> <br>> -celso<br>> Celso Alvarez-Cáccamo<br>> <br>> At 12:58 02-11-2007 +0000, Maggie Ronkin wrote:<br>> <br>> >One of my student researchers—in a BS/MD program—is studying <br>> >pharmaceutical advertisements. She is analyzing televised ads for <br>> >products to enhance the sexual performance of women and men, although the <br>> >purpose of the products is never mentioned directly. For example, <br>> >according to my student, one ad depicts three women chatting about PMS <br>> >casually in what looks like an after-work bar setting. After one offers <br>> >another a folk diagnosis and recommends a pharmaceutical product, a third, <br>> >in a different and detached voice, mentions the possible side effects of <br>> >taking the product. This warning probably is required by law. In the end, <br>> >the ad plays on humorous recognition that the third woman not only is one <br>> >of the girls (who interacts casually and even uses a bit of non-standard <br>> >grammar), but also is a physician. We are trying to characterize the <br>> >voice/voicing of medical authority that delivers the warning, which, <br>> >female or male, is performed in other ads of the same genre. Some <br>> >students have applied terrific concepts of entextualization, and we also <br>> >have coined a not sufficiently multimodal term, register <br>> >displacement. Can anyone help us characterize this phenomenon from the <br>> >literature or simply by brainstorming?<br>> ><br>> >Thank you very much.<br>> ><br>> >Maggie Ronkin<br>> <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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