Heteroglossic Intertextuality As A Discourse Strategy

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Heteroglossic Intertextuality As A Discourse Strategy

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Heteroglossic Intertextuality As A Discourse Strategy

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AI - Jazykověda

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2013

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

10

Strana od-do

125-134

Název nakladatele

Univerzita Tomáše Bati ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

5. 9. 2012

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000325381100010