Intertextualita v reklamě a její využití v hodinách českého jazyka na SŠ

• Main Author: Čapková, Radka
• Other Authors: Kvítková, Naděžda
• Format: Doctoral Thesis
• Language: Czech
• Published: 2010
• Online Access: http://www.nusl.cz/ntk/nusl-278438

Intertextuality in Advertising and its Use in Czech Language Lessons Advertising, as one of the forms of persuasive communication, often uses intertextual links to persuade, to manipulate and to seduce the recipient. The thesis analyses the intertextual links in advertising and their distribution according to the types of pretexts on the basis of theoretical research, and elaborates, how the different kinds of advertisements and commercials are perceived by secondary school students. In the first part of the thesis, relevant theories, which deal with intertextuality, are summed up, and the main terms are defined. In the area of intertextual research, we can find two main conceptions of intertextual links: broader, represented e. g. by Kristeva, Barthes, Bloom, Riffaterre, and narrower, manifested e. g. in theories of Bachtin, Genette, Głowińsky, Markiewicz or Homoláč. In our thesis we emanated from the narrower conception of Homoláč, who defines intertextuality as linking of one text to another text, which is incorporated into its meaning structure. We also defined terms architextuality and metatextuality and specified their relevance to our research. In the second part, having taken theoretical literature and language sources as a basis, types of intertextual links used in advertising are selected. The...