Tools of Intertextuality in Discourse of Social Advertising

The article is devoted to the study of the tools of intertextuality in the discourse of social advertising. Despite the high interest of researchers to the problem of the intertextual interaction the question of the mechanism of intertextuality in advertising, including social, is still not fully li...

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Autor principal:	M. V. Terskikh
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2017
Materias:	intertextuality intertext persuasively precedent advertising discourse social advertising Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/b800eb72ed43455cb1ac48373a2729f6
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id	oai:doaj.org-article:b800eb72ed43455cb1ac48373a2729f6
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spelling	oai:doaj.org-article:b800eb72ed43455cb1ac48373a2729f62021-12-02T07:58:01ZTools of Intertextuality in Discourse of Social Advertising2225-756X2227-129510.24224/2227-1295-2017-9-69-80https://doaj.org/article/b800eb72ed43455cb1ac48373a2729f62017-09-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/511https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article is devoted to the study of the tools of intertextuality in the discourse of social advertising. Despite the high interest of researchers to the problem of the intertextual interaction the question of the mechanism of intertextuality in advertising, including social, is still not fully lit, especially as the advertising is dynamic and each new day provides ample material for research. The novelty of the research is determined by the author’s study of modern tools of intertextuality in the discourse of social advertising, the main objectives of which consist in formation of system of values in the mass consciousness, the adjustment of the value priorities and benchmarks, translation of socially approved behavioral patterns. That’s why social advertising needs the non-stereotypical representation of its object - social ills and values. Special attention is paid to the typology of the tools of intertextuality in the texts of social advertising and the functional load of each of the considered types. As the basic functions of intertextual inclusions in the discourse of social advertising the author identifies attractive and persuasive ones as the most important and regularly implemented. As secondary functions, aesthetic, game and delimitation ones are highlighted. Suggested classifications are accompanied by examples of Russian and foreign social advertising.M. V. TerskikhTsentr nauchnykh i obrazovatelnykh proektovarticleintertextualityintertextpersuasivelyprecedentadvertising discoursesocial advertisingSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 9, Pp 69-80 (2017)
institution	DOAJ
collection	DOAJ
language	RU
topic	intertextuality intertext persuasively precedent advertising discourse social advertising Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	intertextuality intertext persuasively precedent advertising discourse social advertising Slavic languages. Baltic languages. Albanian languages PG1-9665 M. V. Terskikh Tools of Intertextuality in Discourse of Social Advertising
description	The article is devoted to the study of the tools of intertextuality in the discourse of social advertising. Despite the high interest of researchers to the problem of the intertextual interaction the question of the mechanism of intertextuality in advertising, including social, is still not fully lit, especially as the advertising is dynamic and each new day provides ample material for research. The novelty of the research is determined by the author’s study of modern tools of intertextuality in the discourse of social advertising, the main objectives of which consist in formation of system of values in the mass consciousness, the adjustment of the value priorities and benchmarks, translation of socially approved behavioral patterns. That’s why social advertising needs the non-stereotypical representation of its object - social ills and values. Special attention is paid to the typology of the tools of intertextuality in the texts of social advertising and the functional load of each of the considered types. As the basic functions of intertextual inclusions in the discourse of social advertising the author identifies attractive and persuasive ones as the most important and regularly implemented. As secondary functions, aesthetic, game and delimitation ones are highlighted. Suggested classifications are accompanied by examples of Russian and foreign social advertising.
format	article
author	M. V. Terskikh
author_facet	M. V. Terskikh
author_sort	M. V. Terskikh
title	Tools of Intertextuality in Discourse of Social Advertising
title_short	Tools of Intertextuality in Discourse of Social Advertising
title_full	Tools of Intertextuality in Discourse of Social Advertising
title_fullStr	Tools of Intertextuality in Discourse of Social Advertising
title_full_unstemmed	Tools of Intertextuality in Discourse of Social Advertising
title_sort	tools of intertextuality in discourse of social advertising
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2017
url	https://doaj.org/article/b800eb72ed43455cb1ac48373a2729f6
work_keys_str_mv	AT mvterskikh toolsofintertextualityindiscourseofsocialadvertising
_version_	1718399063673536512

Tools of Intertextuality in Discourse of Social Advertising

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