Heteroglossic Intertextuality As A Discourse Strategy

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28150%2F13%3A43869870" target="_blank" >RIV/70883521:28150/13:43869870 - 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
Heteroglossic Intertextuality As A Discourse Strategy
Original language description
Ad recipients have wide-ranging experiences of perceiving other texts. The discourse strategy of intertextuality is used in advertising when these experiences become the basis of perceiving ad messages. The presence of voices from other texts or text types in an advertising text marks intertextuality of a heteroglossic type. This article studies heteroglossic ads and their dialogic character. It focuses on how dialogism in ads empowers the participants, adds interactivity, strengthens the involvement ofthe recipients and positions them in the role of co-authors. The voice of the producer or a symbolic representative of the product such as a well-known entertainment or sports celebrity, thinker or a politician helps build a relationship between the recipient and the product and thus creates an emotive and attitudinal layer of meaning via exploring the recipient's mental space.
Czech name
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Czech description
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Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
From Theory to Practice 2012: Proceedings of the Fourth International Conference on Anglophone Studies
ISBN
978-80-7454-276-3
ISSN
1805-9899
e-ISSN
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Number of pages
10
Pages from-to
125-134
Publisher name
Univerzita Tomáše Bati ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Sep 5, 2012
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000325381100010

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