Year: 2018
Type: article
Abstract: The article discusses the problem of precedence in advertising texts, analyzes the use of various methods of intertextual relations by the advertiser with the aim of creating a new text, including the elements of foreign texts into it or referring to them. Various sources of precedence have been studied: proverbs and sayings, quotes from films and cartoons, etc. Basing on the examples, various ways of introducing a precedent text into advertising are analyzed: direct quoting and various types of transformation of the canonical text.
Source: Philology Theory & Practice
Author: Natal'ya Gennad'evna Vartanova
Institution: Don State Technical University
Language: English
Subfield: Language and Linguistics
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2889934148