Intertextuality in advertising discourse: linguopragmatic aspect

this article presents the results of the analysis of specific possibilities of intertextuality in advertising discourse. For this purpose, the authors analyzed theoretical sources reflecting the key concepts for this study. The authors provide an interpretation of the concept of discourse in general and systematize the features of one of its institutional varieties, in particular, advertising discourse. The article presents an overview of narrow and broad approaches to the interpretation of the concept of intertextuality, and indicates the main forms of explication of intertext. Based on a narrow understanding of intertextuality, the authors conducted a study of advertising materials containing intertextual inclusions to identify the features of their functioning in the context of advertising discourse. The authors found that intertextuality in advertising is capable of implementing a powerful pragmatic impact. The analysis of the language material of advertising videos demonstrates the possibility of reducing the selective effect of using intertext, which seems undesirable for advertising discourse. The article also provides a rationale for the need to take into account the axiological attitudes and guidelines of modern society when using intertext as a tool of influence in advertising discourse. The results obtained can be used by specialists in the field of advertising and marketing when creating advertising materials.

intertestuality, intertext, discourse, advertising discourse, television advertising, pragmatic effect, axiological attitude