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  • 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.
  • 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. (en)
Title
  • Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads
  • Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads (en)
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  • Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads
  • Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads (en)
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  • RIV/70883521:28150/12:43868201!RIV13-MSM-28150___
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  • 142704
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  • RIV/70883521:28150/12:43868201
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  • genre; memorability; mass culture; intertextuality; discourse strategy; advertising discourse (en)
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  • [4C136D4560D7]
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  • Theories and Practices: Proceedings of the Third International Conference on Anglophone Studies
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  • Nemčoková, Katarína
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  • 000310174300013
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  • Univerzita Tomáše Bati ve Zlíně
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  • 978-80-7454-191-9
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  • 28150
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