GENRES OF TELEVISION ADVERTISING AND WAYS OF FORMING A PRODUCT IMAGE IN IT

Television advertising remains one of the most influential multimodal channels for shaping product meaning because it coordinates verbal language, moving images, music, voice quality, editing rhythm, and culturally recognizable symbols. This thesis investigates (1) the principal genres of television advertising and (2) the dominant ways of forming a product image inside each genre. A qualitative content-analysis design is proposed and illustrated through a genre typology (short spot commercials, infomercials/teleshopping, sponsorship identification spots, and product placement/brand integration). A coding scheme maps product-image strategies, including problem–solution demonstration, value association, lifestyle modeling, brand-personality construction, celebrity/authority transfer, visual metaphor, and sound branding. The analysis argues that genre conventions regulate the balance between emotional appeal and evidential credibility across genres.