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Multigeneric intertextuality in advertising: Discourse strategy from a cognitive perspective

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dc.title Multigeneric intertextuality in advertising: Discourse strategy from a cognitive perspective en
dc.contributor.author Nemčoková, Katarína
dc.relation.ispartof Topics in Linguistics
dc.identifier.issn 1337-7590 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2014
utb.relation.volume 13
utb.relation.issue 1
dc.type article
dc.language.iso en
dc.publisher Walter de Gruyter GmbH
dc.identifier.doi 10.2478/topling-2014-0006
dc.relation.uri http://www.degruyter.com/view/j/topling.2014.13.issue-1/topling-2014-0006/topling-2014-0006.xml
dc.subject advertising discourse en
dc.subject discourse strategy en
dc.subject genre en
dc.subject intertextuality en
dc.subject textual cue en
dc.subject mental space en
dc.subject low-involvement products en
dc.description.abstract Advert recipients have wide-ranging experiences of perceiving other texts. When these experiences become the basis of perceiving advert messages, we speak of intertextuality operating as a discourse strategy. This paper studies multigeneric intertextuality in printed advertising, i.e. delivering an advert message through a register or text-form typical of other genres, for which discourse analysis and the genre studies perspective are adapted. From the cognitive linguistics perspective, it focuses on how the experience becomes the basis of building an emotive and attitudinal layer of meaning via exploring the recipient's mental space. The article studies cues signalling intertextual processing, specifically cues of socially determined discourses such as cooking recipes, warning signs, computer-mediated communication, scientific discussions or travel brochures, which may function as mental space inducing cues in the collected adverts. It also deals with how intertextuality in adverts can be scaled and how the level of explicitness relates to promoting various categories of products. en
utb.faculty Faculty of Humanities
dc.identifier.uri http://hdl.handle.net/10563/1004156
utb.identifier.obdid 43872313
utb.identifier.scopus 2-s2.0-84921783237
utb.identifier.wok 000438098100001
utb.source j-scopus
dc.date.accessioned 2015-02-17T15:13:01Z
dc.date.available 2015-02-17T15:13:01Z
dc.rights Attribution-NonCommercial-NoDerivs 3.0 Unported
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/
dc.rights.access openAccess
utb.contributor.internalauthor Nemčoková, Katarína
utb.wos.affiliation [Nemcokova, Katarina] Tomas Bata Univ Zlin, Dept Modern Languages & Literatures, Fac Humanities, Mostni 5139, Zlin 76001, Czech Republic
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