This HTML5 document contains 43 embedded RDF statements represented using HTML+Microdata notation.

The embedded RDF content will be recognized by any processor of HTML5 Microdata.

Namespace Prefixes

PrefixIRI
n17http://linked.opendata.cz/ontology/domain/vavai/riv/typAkce/
dctermshttp://purl.org/dc/terms/
n11http://purl.org/net/nknouf/ns/bibtex#
n10http://localhost/temp/predkladatel/
n4http://linked.opendata.cz/resource/domain/vavai/riv/tvurce/
n16http://linked.opendata.cz/resource/domain/vavai/subjekt/
n15http://linked.opendata.cz/ontology/domain/vavai/
n12https://schema.org/
shttp://schema.org/
skoshttp://www.w3.org/2004/02/skos/core#
n20http://linked.opendata.cz/resource/domain/vavai/vysledek/RIV%2F70883521%3A28150%2F12%3A43868201%21RIV13-MSM-28150___/
n3http://linked.opendata.cz/ontology/domain/vavai/riv/
n2http://linked.opendata.cz/resource/domain/vavai/vysledek/
rdfhttp://www.w3.org/1999/02/22-rdf-syntax-ns#
n6http://linked.opendata.cz/ontology/domain/vavai/riv/klicoveSlovo/
n21http://linked.opendata.cz/ontology/domain/vavai/riv/duvernostUdaju/
xsdhhttp://www.w3.org/2001/XMLSchema#
n18http://linked.opendata.cz/ontology/domain/vavai/riv/aktivita/
n14http://linked.opendata.cz/ontology/domain/vavai/riv/jazykVysledku/
n19http://linked.opendata.cz/ontology/domain/vavai/riv/obor/
n9http://linked.opendata.cz/ontology/domain/vavai/riv/druhVysledku/
n7http://reference.data.gov.uk/id/gregorian-year/

Statements

Subject Item
n2:RIV%2F70883521%3A28150%2F12%3A43868201%21RIV13-MSM-28150___
rdf:type
skos:Concept n15:Vysledek
dcterms:description
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.
dcterms:title
Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads
skos:prefLabel
Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads
skos:notation
RIV/70883521:28150/12:43868201!RIV13-MSM-28150___
n15:predkladatel
n16:orjk%3A28150
n3:aktivita
n18:V
n3:aktivity
V
n3:dodaniDat
n7:2013
n3:domaciTvurceVysledku
n4:4866169
n3:druhVysledku
n9:D
n3:duvernostUdaju
n21:S
n3:entitaPredkladatele
n20:predkladatel
n3:idSjednocenehoVysledku
142704
n3:idVysledku
RIV/70883521:28150/12:43868201
n3:jazykVysledku
n14:eng
n3:klicovaSlova
genre; memorability; mass culture; intertextuality; discourse strategy; advertising discourse
n3:klicoveSlovo
n6:mass%20culture n6:genre n6:discourse%20strategy n6:memorability n6:advertising%20discourse n6:intertextuality
n3:kontrolniKodProRIV
[4C136D4560D7]
n3:mistoKonaniAkce
Zlín
n3:mistoVydani
Zlín
n3:nazevZdroje
Theories and Practices: Proceedings of the Third International Conference on Anglophone Studies
n3:obor
n19:AI
n3:pocetDomacichTvurcuVysledku
1
n3:pocetTvurcuVysledku
1
n3:rokUplatneniVysledku
n7:2012
n3:tvurceVysledku
Nemčoková, Katarína
n3:typAkce
n17:WRD
n3:wos
000310174300013
n3:zahajeniAkce
2011-09-07+02:00
s:numberOfPages
8
n11:hasPublisher
Univerzita Tomáše Bati ve Zlíně
n12:isbn
978-80-7454-191-9
n10:organizacniJednotka
28150