INTERTEXTUALITY AND ADVERTISING. FORMS OF INTERTEXTUALITY IN ROMANIAN ADVERTISING
INTERTEXTUALITY AND ADVERTISING. FORMS OF INTERTEXTUALITY IN ROMANIAN ADVERTISING
Author(s): Melinda Izabela AchimSubject(s): Language and Literature Studies, Media studies, Sociolinguistics, Sociology of Literature
Published by: Editura Arhipelag XXI
Keywords: advertising; intertextuality; discourse; statement; communication;
Summary/Abstract: The present paper aims to go through an interpretative route of intertextuality in Romanian advertising discourse. Starting from the idea that intertextuality is an important advertising strategy, we want to highlight the context in which it intervenes in the advertising discourse and the forms (direct and indirect) that it takes in various advertisements. Of course, in order to achieve its goal, intertextuality in advertising must take into account the target group to which it is addressed so that it recognizes the original discourse in the new form of the advertising discourse.
Journal: Journal of Romanian Literary Studies
- Issue Year: 2019
- Issue No: 16
- Page Range: 318-322
- Page Count: 5
- Language: Romanian