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Heteroglossic intertextuality as a discourse strategy

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dc.title Heteroglossic intertextuality as a discourse strategy en
dc.contributor.author Nemčoková, Katarína
dc.relation.ispartof From Theory to Practice 2012: Proceedings of the Fourth International Conference on Anglophone Studies
dc.identifier.issn 1805-9899 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn 978-80-7454-276-3
dc.date.issued 2013
utb.relation.volume 4
dc.citation.spage 125
dc.citation.epage 134
dc.event.title 4th International Conference on Anglophone Studies
dc.event.location Zlín
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2012-09-05
dc.event.edate 2012-09-06
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/tp2012/FromTheoryToPractice2012.pdf
dc.subject advertising discourse en
dc.subject discourse strategy en
dc.subject intertextuality en
dc.subject voice en
dc.subject heteroglossia en
dc.subject mental space en
dc.description.abstract 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
utb.faculty Faculty of Humanities
dc.identifier.uri http://hdl.handle.net/10563/1003561
utb.identifier.obdid 43870067
utb.identifier.wok 000325381100010
utb.source d-wok
dc.date.accessioned 2013-11-29T09:49:09Z
dc.date.available 2013-11-29T09:49:09Z
utb.identifier.utb-sysno 68812
utb.contributor.internalauthor Nemčoková, Katarína
utb.fulltext.affiliation Katarína Nemčoková Tomas Bata University in Zlín, Faculty of Humanities, Department of English and American Studies, Mostní 5139, 760 01 Zlín, Czech Republic. Email: nemcokova@fhs.utb.cz
utb.fulltext.dates -
utb.fulltext.sponsorship -
utb.fulltext.projects -
utb.fulltext.faculty Faculty of Humanities
utb.fulltext.ou Department of English and American Studies
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