摘要
互文性是广告话语分析的一个崭新视角。互文性与广告话语的生产过程是相互相联系的,互文性生产广告话语的文本有三种方式,即分别利用具体互文性、体裁互文性和文化互文性生产广告话语的文本。互文性还推助着广告话语的意义生产,其中广告主和广告创作者是广告话语初始意义的主导者;而广告受众是广告话语再生产的主体,他们创造了话语的再生意义。
Intertextuality is a new angle in advertising discource anlysis.This paper will relate the intertextuality with the process of the advertising discurse production.There are three ways of the intertextuality to generate the advertising discouse,they are specific intertextuality,generic intertextuality and cultural intertextuality.Intertextuality also promote the meaning production of the advertising discourse.The advertisers and the ad creators are the dominators of the original meaning of the advertising discourse,and the advertising audiences are the main body of the advertising discourse reproduction,they create the reproductive meaning of the discourse.
出处
《暨南学报（哲学社会科学版）》
CSSCI
北大核心
2011年第5期150-154,164,共5页
Jinan Journal(Philosophy and Social Sciences)
基金
广州市哲学社会科学规划项目<广告话语符号系统理论研究>(批准号:06-YZ13-5)
关键词
互文性
广告
广告话语
话语分析
Intertextuality
Advertising
Advertising discourse
Discourse anlysis.
