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A Study of Intertextuality in English Print Advertisements

Author: WangHuiSheng
Tutor: YangLingLi
School: University of Foreign Trade and Economic
Course: Foreign Linguistics and Applied Linguistics
Keywords: Intertextuality Print ads Details intertextuality Generic intertextuality Cultural intertextuality
CLC: H315
Type: Master's thesis
Year: 2006
Downloads: 452
Quote: 4
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Abstract


Intertextuality theory is the theory of postmodernism in contemporary Western culture thought a text . Since 1969 , French scholar Julia Kristeva , the concept of \widespread phenomenon of intertextuality , practical discourse intertextuality research is still very small . In this paper, intertextual analysis theory , analysis of print ads intertextual phenomenon focuses on the manifestations of intertextuality in print ads , textual function , as well as advertising translation and other aspects of the revelation . The first chapter introduces the purpose and motivation of this study , text data sources , research methods , as well as the structure of the paper arrangements . The second chapter reviews the origins and development of the theory of intertextuality , former ad mutual cultural research , as well as the advertising discourse intertextual analysis elements. Chapter part of the analysis for the case of this article . Intertextuality different manifestations of the advertising discourse , this article intertextuality roughly divided into three categories : the details of intertextuality , genre intertextuality and cultural intertextuality . Each category of intertextuality in advertising , there are many different ways of In this paper, analysis of text and images selected sixteen print ads , illustrates the use of mechanisms of intertextuality in advertising , and pointed out that the rational use of intertextuality means to increase the value of advertising attention , memory value , thus achieving the advertising communication purposes. In addition , the paper also raises a few points of intertextuality Advertising Translation revelation , and intertextuality means should note . Chapter the entire paper summarizes this study, in some sense the theory and practical shortcomings and recommendations on future research .

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CLC: > Language, writing > FOREIGN > English > Writing,rhetoric
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