Multigeneric Intertextuality in Advertising: Discourse Strategy from a Cognitive Perspective

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28150%2F14%3A43872055" target="_blank" >RIV/70883521:28150/14:43872055 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.2478/topling-2014-0006" target="_blank" >http://dx.doi.org/10.2478/topling-2014-0006</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.2478/topling-2014-0006" target="_blank" >10.2478/topling-2014-0006</a>

Result language

angličtina

Original language name

Multigeneric Intertextuality in Advertising: Discourse Strategy from a Cognitive Perspective

Original language description

Advert recipients have wide-ranging experiences of perceiving other texts. When these experiences become the basis of perceiving advert messages, we speak of intertextuality operating as a discourse strategy. This paper studies multigeneric intertextuality in printed advertising, i.e. delivering an advert message through a register or text-form typical of other genres, for which discourse analysis and the genre studies perspective are adapted. From the cognitive linguistics perspective, it focuses on how the experience becomes the basis of building an emotive and attitudinal layer of meaning via exploring the recipient?s mental space. The article studies cues signalling intertextual processing, specifically cues of socially determined discourses such as cooking recipes, warning signs, computer-mediated communication, scientific discussions or travel brochures, which may function as mental space inducing cues in the collected adverts. It also deals with how intertextuality in adverts ca

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AI - Linguistics

OECD FORD branch

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Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2014

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Topics in Linguistics

ISSN

1337-7590

e-ISSN

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Volume of the periodical

13

Issue of the periodical within the volume

1

Country of publishing house

SK - SLOVAKIA

Number of pages

9

Pages from-to

26-35

UT code for WoS article

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EID of the result in the Scopus database

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