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Elements of intertextuality in advertising discourse

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  • Elena OPRAN

    (University of Craiova)

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.

Suggested Citation

  • Elena OPRAN, 2022. "Elements of intertextuality in advertising discourse," Social Sciences and Education Research Review, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 9(1), pages 220-224, July.
    • Handle: RePEc:edt:jsserr:v:9:y:2022:i:1:p:220-224
    DOI: 10.5281/zenodo.6795785
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    Keywords

    text; intertextuality; advertising discourse; advertisement; publicity;
    All these keywords.

    JEL classification:

    • Z0 - Other Special Topics - - General

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