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Commercials are an integral part of television 'text' and can no
longer be appropriately described as 'external' to it. Instead they
need to be regarded in their interrelation with the text varieties
encountered on the various TV channels, both public and private.
The discourse-analytic classification of commercials and the place
they have in the flow of TV programs demonstrates the (more or
less) free interpermeability of the ongoing TV text. Certain
phenomena describable as 'textual mimicry' cement this conclusion.
An analysis of viewer mail shows clearly how commercials become
part of the image of a particular channel. Swiss Television has
commercials dubbed and adapted for the various language regions.
These are not only modified in cultural terms but also adapted to
the respective channel and its specific 'culture'.
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