Auditory image of radio ads and radio plays regarding intonation considers prosodic features with the highest attention to the use of intonation. In this work we analyse which prosodic elements affect auditory image of radio ads and radio plays. Moreover, the intonation differences between the studied radio genres are examined. Two types of analysis were performed, one using an instrumental approach with a phonetic software Pratt and another by auditory analysis. Sound recordings of radio ads and radio plays were selected regarding the level of professionalism. Through auditory analysis the overlapping of various prosodic elements could be detected, however all speech elements were much more evident in radio plays. Instrumental analysis regarding intonation presented certain similarities between radio ads and radio plays. With phonetic software Praat it was possible to determine that radio ads have not gotten completely close to radio plays regarding affectiveness.
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