Heteroglossic Intertextuality as a Discourse Strategy

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From Theory to Practice 2012: Proceedings of the Fourth International Conference on Anglophone Studies, ISSN: 1805-9899, Vol: 4, Page: 125-134

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http://publikace.k.utb.cz/handle/10563/1003561; http://hdl.handle.net/10563/1003561
Nemčoková, Katarína
Univerzita Tomáše Bati ve Zlíně (UTB); Tomas Bata University in Zlín
advertising discourse; discourse strategy; intertextuality; voice; heteroglossia; mental space
conference paper description
Ad recipients have wide-ranging experiences of perceiving other texts. The discourse strategy of intertextuality is used in advertising when these experiences become the basis of perceiving ad messages. The presence of voices from other texts or text types in an advertising text marks intertextuality of a heteroglossic type. This article studies heteroglossic ads and their dialogic character. It focuses on how dialogism in ads empowers the participants, adds interactivity, strengthens the involvement of the recipients and positions them in the role of co-authors. The voice of the producer or a symbolic representative of the product such as a well-known entertainment or sports celebrity, thinker or a politician helps build a relationship between the recipient and the product and thus creates an emotive and attitudinal layer of meaning via exploring the recipient's mental space.