"2011-09-07+02:00"^^ . . "Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads"@en . . . . "8"^^ . "RIV/70883521:28150/12:43868201" . . "28150" . . "Univerzita Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B" . . "Zl\u00EDn" . "Zl\u00EDn" . "[4C136D4560D7]" . "genre; memorability; mass culture; intertextuality; discourse strategy; advertising discourse"@en . "978-80-7454-191-9" . "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." . . . . . "Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads" . "Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads" . . "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 . . . "142704" . . "Intertextuality As A Discourse Strategy: Mass Culture In Printed Ads"@en . . "1"^^ . "RIV/70883521:28150/12:43868201!RIV13-MSM-28150___" . . "1"^^ . . . "000310174300013" . "V" . "Nem\u010Dokov\u00E1, Katar\u00EDna" . "Theories and Practices: Proceedings of the Third International Conference on Anglophone Studies" .