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Intertextuality as a Discourse Strategy: Mass Culture in Printed Ads

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dc.title Intertextuality as a Discourse Strategy: Mass Culture in Printed Ads en
dc.contributor.author Nemčoková, Katarína
dc.relation.ispartof Theories and Practices
dc.identifier.isbn 978-80-7454-191-9
dc.date.issued 2012
utb.relation.volume 3
dc.citation.spage 151
dc.citation.epage 158
dc.event.title 3rd International Conference on Anglophone Studies
dc.event.location Zlín
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2011-09-07
dc.event.edate 2011-09-08
dc.type conferenceObject
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně (UTB) cs
dc.publisher Tomas Bata University in Zlín en
dc.relation.uri http://conference.uaa.utb.cz/tp2011/TheoriesAndPractices2011.pdf#page=151
dc.subject advertising discourse en
dc.subject discourse strategy en
dc.subject intertextuality en
dc.subject mass culture en
dc.subject memorability en
dc.subject genre en
dc.description.abstract 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
utb.faculty Faculty of Humanities
dc.identifier.uri http://hdl.handle.net/10563/1003033
utb.identifier.rivid RIV/70883521:28150/12:43868201!RIV13-MSM-28150___
utb.identifier.obdid 43868294
utb.identifier.wok 000310174300013
utb.source d-wok
dc.date.accessioned 2012-11-30T12:13:59Z
dc.date.available 2012-11-30T12:13:59Z
utb.contributor.internalauthor Nemčoková, Katarína
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