Powered by OpenAIRE graph
Found an issue? Give us feedback
image/svg+xml art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos Open Access logo, converted into svg, designed by PLoS. This version with transparent background. http://commons.wikimedia.org/wiki/File:Open_Access_logo_PLoS_white.svg art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos http://www.plos.org/ http://cyberleninka....arrow_drop_down
image/svg+xml art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos Open Access logo, converted into svg, designed by PLoS. This version with transparent background. http://commons.wikimedia.org/wiki/File:Open_Access_logo_PLoS_white.svg art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos http://www.plos.org/
http://cyberleninka.ru/article...
Article . 2009
Data sources: CyberLeninka - Russian open access scientific library
Claim

This Research product is the result of merged Research products in OpenAIRE.

You have already added 0 works in your ORCID record related to the merged Research product.

Интертекстуальность в рекламном дискурсе

descriptionPublicationkeyboard_double_arrow_right Article 01 Jan 2009 Russian Publisher:Государственное образовательное учреждение высшего профессионального образования "Московский государственный лингвистический университет"Journal:Вестник Московского государственного лингвистического университета (issn: 1993-4750, Copyright policy )

Интертекстуальность в рекламном дискурсе

Abstract

The paper analyses allusion in advertising discourse, whereas the device performs the function of transference of properties and qualities of mythological, biblical, literary, historical characters and events onto those of advertising discourse. Indirect (unmarked) and direct (citing the source) allusions are distinguished. Allusion is treated as a stylistic device of intertextual gaming character that aims to intellectualize the product advertised.

Статья посвящена анализу аллюзий, выступающих в качестве средства расширенного переноса свойств и качеств мифологических, библейских, литературных, исторических и других персонажей и событий на те, о которых идет речь в высказывании. Выделяют косвенные и прямые аллюзии. Аллюзия в рекламном дискурсе рассматривается как стилистический прием реализации интертекстуальной игры и интеллектуализации рекламируемого продукта.

Keywords

ИНТЕРТЕКСТУАЛЬНОСТЬ, ПРЕЦЕДЕНТНЫЙ ТЕКСТ, ИМПЛИЦИТНАЯ АЛЛЮЗИЯ, ЭКСПЛИЦИТНАЯ АЛЛЮЗИЯ, ОБРАТНАЯ СВЯЗЬ, РЕКЛАМНЫЙ ДИСКУРС, КОДИРОВАНИЕ, ДЕКОДИРОВАНИЕ, ИНТЕРПРЕТАТИВНЫЙ КОД, ФОНОВЫЕ ЗНАНИЯ, РЕФЕРЕНЦИАЛЬНОСТЬ, КУЛЬТУРНЫЕ КОНЦЕПТЫ, ИГРОВОЙ ХАРАКТЕР ТЕКСТА, (IMPLICIT AND EXPLICIT) FEEDBACK

  • BIP!
    Impact byBIP!
    selected citations
    These citations are derived from selected sources.
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    		 Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    		 Average
Powered by OpenAIRE graph
Found an issue? Give us feedback
selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average