Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28150%2F12%3A43868201" target="_blank" >RIV/70883521:28150/12:43868201 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads
Original language description
Works of popular culture such as songs or films referred to in printed advertisements can be understood in terms of intertextuality as a discourse strategy. These references allow recipients' mental space processing of the advertisement, thus enabling the recipients to become co-authors of the message. Multigeneric intertextuality, i.e., exhibiting the switch of genres, is a major type of mass culture intertextual reference. This paper deals with its employment in ads and its twofold function of building a desired emotional attitude towards the advertised item through exploring the mental space; and enhancing memorability by contextualizing the product in a novel way. This capacity makes intertextuality an effective advertising discourse strategy.
Czech name
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Czech description
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Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Theories and Practices: Proceedings of the Third International Conference on Anglophone Studies
ISBN
978-80-7454-191-9
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
151-158
Publisher name
Univerzita Tomáše Bati ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Sep 7, 2011
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000310174300013

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