Audio intertextuality in modern advertising text

• Main Author: Terskikh Marina
• Format: Article
• Language: English
• Published: EDP Sciences 2019-01-01
• Series: SHS Web of Conferences
• Online Access: https://www.shs-conferences.org/articles/shsconf/pdf/2019/10/shsconf_cildiah2019_00119.pdf

The article is devoted to the study of audio intertextuality in modern advertising discourse. Despite the researchers’ increased interest in the problem of intertextual interaction, the issue of the functioning of the intertextuality mechanism in advertising, including social advertising, is still not fully covered, especially, since the advertising field is dynamic and provides extensive new material for research every day. The author pays special attention to the functional yield of audio intertextuality in advertising. As the basic functions of audio intertextual inclusions in the discourse of commercial and social advertising, the author identifies the attractive and aesthetic functions as the most significant and regularly realized; as secondary – playful and persuasive. Russian and foreign commercials serve as the material for the study. The method of intertextual analysis is used as fundamental. It consists in establishing the relations of derivation between texts and analyzing the formal and semantic transformations of text units and the text as a whole.