Elements of intertextuality in advertising discourse
Elements of intertextuality in advertising discourse

Summary/Abstract: In this paper we aim at pointing out that intertextuality plays an important part in the advertising discourse, as the most common intertextual practices, such as quotation, allusion, cliché, parody, pastiche, are also the most frequent means of expressing intertextuality in advertising, commercials, advertising posters, etc. Moreover, an approach to advertising discourse that is capable of allowing us to identify intertextual references aims to distinguish the main discursive levels in a text, namely the syntactic, the semantic and the rhetorical levels.

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