Means of representing intertextuality in multimodal media texts based on the example of German-language native advertising

The study of the means of representation of intertextuality in polycode media texts is being updated in connection with the need to understand the mechanisms of influence on the mass audience and to create effective advertising campaigns. The subject of the research is the means of representation of intertextuality in German-language polycode media texts presented in the format of native advertising. The aim of the work is to identify and describe the means of representation of intertextuality in German-language polycode native advertising media texts, reflecting the cultural characteristics of German-language advertising discourse. Various types of intertextual connections and the ways they are implemented at verbal and non-verbal levels are considered. In the age of digital media and information saturation, native advertising is becoming an increasingly common and sought-after communication tool. The effectiveness of native advertising is largely determined by its ability to integrate into the media context, using various strategies, including intertextuality. The role of intertextuality in creating a positive brand image is analyzed. Examples of the analysis of specific advertising campaigns are provided, illustrating the use of intertextuality to enhance the attractiveness and memorability of the advertising message. A comprehensive approach was used in the study, including methods of content analysis, discourse analysis, semiotic analysis, and linguistic stylistic analysis. The fundamental methodological approach is the principle of intertextuality, combined with the theory of polycode (M. V. Verbitskaya). The effectiveness of advertising will be measured through brand recognition and audience engagement by means of a statistical analysis of comments, likes, reposts, and link clicks. The novelty of the study lies in the comprehensive analysis of the means of representation of intertextuality in polycode native advertising media texts, using German-language material as an example. For the first time, a systematization and classification of various types of intertextual components actively used in native advertising has been conducted, with an in-depth analysis of their role in shaping a specific impact on the mass audience. Culturally specific features of the use of intertextuality in German-language native advertising have been identified, which allows for a deeper understanding of its effectiveness within the cultural context of the German-speaking space. The results of the study showed that intertextuality allows for the successful integration of advertising into the media context, making it more attractive to the target audience. Conclusions have been drawn that the effectiveness of the use of intertextuality depends on the level of cultural competence of the recipient, enabling them to correctly interpret intertextual insertions and extract the intended meaning of native advertising. The results of the study have practical significance in the field of marketing linguistics.

intertextuality, polycode text, media text, German language native advertising, verbal level, non-verbal level, positive image, emotional specificity, cultural competence, influence