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The contribution refers to the current trend in the TV news production of the two Slovak commercial TV stations, which becomes the dominant image text in. Problematic is not only the quantity of visuals components in news spots, but also their frequency with consequent of receptionist resignation on information complexity.
The article analyses the ad text as pop-cultural product. It can stand in its centre - the mainstream or on the periphery. The text is approaching the issue from a broader cultural context, through the issue of mass and popular culture. Short analysis brings television advertising spot both as a common commercial product, and as a product of artistic value.
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