THE VERBAL CONTENT OF TV-ADVERTISING AND ITS CIRCULATION IN EVERYDAY LIFE

Based on ethnographic research, this article describes and interprets the verbal content of television advertising as it circulates in everyday life. The research approaches the use of advertising content as play, an integral part of social discourse. The verbal play described in the article considers the individual's desire to entertain, to play for no gain, but also goes beyond, to consider how individuals take the literal meaning of commercial content and transform it in an effort to impact social relationships. © 1990 Taylor & Francis Group, LLC.