Year: 2025
Type: article
Abstract: The article examines the specifics of intertextuality techniques in the discursive practices of public service announcement (PSA) in China. The material used is advertising messages dedicated to the ideologeme "Chinese dream", taken from official Internet sources of the PRC. The research methods included pragmatic and axiological analysis; within the framework of discourse analysis, the interpretation of the subject matter and functions of intertextual borrowings was carried out. In the discourse of PSA, a technique of reliance on authority is frequently used, which leads to the widespread use of both obvious and hidden intertextualities. PSA dedicated to the "Chinese dream" policy broadcasts the current ideological attitudes of the Chinese government, which makes this advertising a relevant object of research. The purpose of the work is to identify and systematize the techniques of intertextuality used in the analyzed PSA, as well as to determine what socially significant attitudes are broadcast through these techniques. The conducted research allowed to identify sources of intertextuality and classify the bases for intertextual references. The analysis of the content and functions of intertextual references allowed to determine which values were actualized by including quotations and allusions in advertising messages. The connection between phraseological units and intertextuality was considered. The analysis of semantic and formal characteristics of quotations and allusions was conducted, which allowed to determine due to what the influencing effect of PSA is achieved
Source: Communication Studies
Author: Tatiana Khriplia
Institution: Omsk State University
Language: English
Subfield: Philosophy
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410874036