Bulgarian and Russian TV Advertisement in the Mirror of Intertextuality and Interdiscursivity Cover Image
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Рекламный телетекст в зеркале интертекстуальности и интердискурсивности
Bulgarian and Russian TV Advertisement in the Mirror of Intertextuality and Interdiscursivity

Author(s): Nadya Cherneva, Boryana Tencheva
Subject(s): Social Sciences, Language and Literature Studies, Education, Foreign languages learning, Applied Linguistics, Language acquisition, School education, Vocational Education, Adult Education, Higher Education , State/Government and Education, Inclusive Education / Inclusion, Stylistics, Distance learning / e-learning, Pedagogy
Published by: Национално издателство за образование и наука „Аз-буки“
Keywords: intertextuality; interdiscursivity; precedent phenomena; TV advertisement; teaching foreign languages practice

Summary/Abstract: The following article explores the usage and transformations of various connotative units in the contemporary Bulgarian and Russian TV advertisement discourse. The role of precedent phenomena (precedent texts, precedent statements, precedent names, precedent situations) is defined in the mirror of intertextuality and interdiscursivity. The theoretical part of this work includes different definitions, on the basis of which the linguocultural units (from classical literature, fairy tales, movies, lyrics of songs, sayings, phraseology, statements of famous people and advertisement) in both languages are grouped according to the classification advanced and their sources of origin and modifications. The different types of structural and semantic changes in their combinations are studied.

  • Issue Year: 48/2021
  • Issue No: 4
  • Page Range: 339-351
  • Page Count: 13
  • Language: Russian