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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 of the 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.
  • 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 of the 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. (en)
Title
  • Heteroglossic Intertextuality As A Discourse Strategy
  • Heteroglossic Intertextuality As A Discourse Strategy (en)
skos:prefLabel
  • Heteroglossic Intertextuality As A Discourse Strategy
  • Heteroglossic Intertextuality As A Discourse Strategy (en)
skos:notation
  • RIV/70883521:28150/13:43869870!RIV14-MSM-28150___
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • V
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
http://linked.open.../riv/druhVysledku
http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 77267
http://linked.open...ai/riv/idVysledku
  • RIV/70883521:28150/13:43869870
http://linked.open...riv/jazykVysledku
http://linked.open.../riv/klicovaSlova
  • advertising discourse, discourse strategy, intertextuality, voice, heteroglossia, mental space (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [F1D956638E91]
http://linked.open...v/mistoKonaniAkce
  • Zlín
http://linked.open...i/riv/mistoVydani
  • Zlín
http://linked.open...i/riv/nazevZdroje
  • From Theory to Practice 2012: Proceedings of the Fourth International Conference on Anglophone Studies
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • Nemčoková, Katarína
http://linked.open...vavai/riv/typAkce
http://linked.open...ain/vavai/riv/wos
  • 000325381100010
http://linked.open.../riv/zahajeniAkce
issn
  • 1805-9899
number of pages
http://purl.org/ne...btex#hasPublisher
  • Univerzita Tomáše Bati ve Zlíně
https://schema.org/isbn
  • 978-80-7454-276-3
http://localhost/t...ganizacniJednotka
  • 28150
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