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Statements

Subject Item
n2:RIV%2F70883521%3A28150%2F13%3A43869870%21RIV14-MSM-28150___
rdf:type
skos:Concept n16:Vysledek
dcterms: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.
dcterms:title
Heteroglossic Intertextuality As A Discourse Strategy Heteroglossic Intertextuality As A Discourse Strategy
skos:prefLabel
Heteroglossic Intertextuality As A Discourse Strategy Heteroglossic Intertextuality As A Discourse Strategy
skos:notation
RIV/70883521:28150/13:43869870!RIV14-MSM-28150___
n16:predkladatel
n17:orjk%3A28150
n3:aktivita
n4:V
n3:aktivity
V
n3:dodaniDat
n9:2014
n3:domaciTvurceVysledku
n7:4866169
n3:druhVysledku
n18:D
n3:duvernostUdaju
n5:S
n3:entitaPredkladatele
n15:predkladatel
n3:idSjednocenehoVysledku
77267
n3:idVysledku
RIV/70883521:28150/13:43869870
n3:jazykVysledku
n19:eng
n3:klicovaSlova
advertising discourse, discourse strategy, intertextuality, voice, heteroglossia, mental space
n3:klicoveSlovo
n13:heteroglossia n13:mental%20space n13:advertising%20discourse n13:discourse%20strategy n13:voice n13:intertextuality
n3:kontrolniKodProRIV
[F1D956638E91]
n3:mistoKonaniAkce
Zlín
n3:mistoVydani
Zlín
n3:nazevZdroje
From Theory to Practice 2012: Proceedings of the Fourth International Conference on Anglophone Studies
n3:obor
n20:AI
n3:pocetDomacichTvurcuVysledku
1
n3:pocetTvurcuVysledku
1
n3:rokUplatneniVysledku
n9:2013
n3:tvurceVysledku
Nemčoková, Katarína
n3:typAkce
n8:WRD
n3:wos
000325381100010
n3:zahajeniAkce
2012-09-05+02:00
s:issn
1805-9899
s:numberOfPages
10
n21:hasPublisher
Univerzita Tomáše Bati ve Zlíně
n14:isbn
978-80-7454-276-3
n10:organizacniJednotka
28150