<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Advert recipients have wide-ranging experiences of perceiving other texts. When these experiences become the basis of perceiving advert messages, we speak of intertextuality operating as a discourse strategy. This paper studies multigeneric intertextuality in printed advertising, i.e. delivering an advert message through a register or text-form typical of other genres, for which discourse analysis and the genre studies perspective are adapted. From the cognitive linguistics perspective, it focuses on how the experience becomes the basis of building an emotive and attitudinal layer of meaning via exploring the recipient's mental space. The article studies cues signalling intertextual processing, specifically cues of socially determined discourses such as cooking recipes, warning signs, computer-mediated communication, scientific discussions or travel brochures, which may function as mental space inducing cues in the collected adverts. It also deals with how intertextuality in adverts can be scaled and how the level of explicitness relates to promoting various categories of products.</p></abstract>

Advert recipients have wide-ranging experiences of perceiving other texts. When these experiences become the basis of perceiving advert messages, we speak of intertextuality operating as a discourse strategy. This paper studies multigeneric intertextuality in printed advertising, i.e. delivering an advert message through a register or text-form typical of other genres, for which discourse analysis and the genre studies perspective are adapted. From the cognitive linguistics perspective, it focuses on how the experience becomes the basis of building an emotive and attitudinal layer of meaning via exploring the recipient's mental space. The article studies cues signalling intertextual processing, specifically cues of socially determined discourses such as cooking recipes, warning signs, computer-mediated communication, scientific discussions or travel brochures, which may function as mental space inducing cues in the collected adverts. It also deals with how intertextuality in adverts can be scaled and how the level of explicitness relates to promoting various categories of products.

Multigeneric Intertextuality in Advertising: Discourse Strategy from a Cognitive Perspective

Department of Modern Languages and Literatures, Faculty of Humanities, Tomas Bata University in Zlín, Mostní 5139, 760 01 Zlín, Czech Republic, Phone: +421 57 6032206.

Topics in Linguistics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Advert recipients have wide-ranging experiences of perceiving other texts. When these experiences become the basis of perceiving advert messages, we speak of...

Multigeneric Intertextuality in Advertising: Discourse Strategy from a Cognitive Perspective

Published Online: Jul 08, 2014

Page range: -

DOI: https://doi.org/10.2478/topling-2014-0006

Keywords
Advertising discourse, discourse strategy, genre, intertextuality, textual cue, mental space, low-involvement products

© 2014 Nemčoková Katarína

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Multigeneric Intertextuality in Advertising: Discourse Strategy from a Cognitive Perspective

Published Online: Jul 08, 2014

Page range: -

DOI: https://doi.org/10.2478/topling-2014-0006

KeywordsAdvertising discourse, discourse strategy, genre, intertextuality, textual cue, mental space, low-involvement products

© 2014 Nemčoková Katarína

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Advertising discourse, discourse strategy, genre, intertextuality, textual cue, mental space, low-involvement products