A Research On The Intertextuality Of Advertising Discourse

The concept of intertextuality has become the priority area in literature since it was put forward by researcher. In recent years this concept has gradually expanded to a lot of the field out of the literature, such as politics discourse, news discourse, and advertising discourse. Advertising is the types of discourse which full of persuasion and intentionality, so the intertextuality in it is more complicated. But in the existing researches of the intertextuality in advertising discourse, a majority of researchers emphasize on foreign language area (for example the grammatical analysis or the rhetoric in English print advertisement). I will adopt the comprehensiveness method of discourse analysis to discuss the process of the advertising discourse production and communication. Chapter one including three sections:One is a few basic concepts on my thesis, including discourse, text, discourse analysis and intertextuality; on the other hand, I will review and analyze the important researches related to my thesis, and at last was the methods the goal and meaning of this thesis. In chapter two I will describe the function of the intertextuality in advertising discourse production, including the intertextuality in advertising text production and the intertextuality in advertising meaning production. The third chapter I will catch hold of the and the media and the advertising audiences to discuss the role of the media in the advertising meaning communication, on the other hand, I will emphasize on how the advertising audiences'cognitive structure work in the understanding process of the advertising discourse. Chapter 4, I bring forward my perspectives that how to use intertextuality in advertising discourse properly. The fifth chapter is the conclusion of the thesis, and my hypothesis on the future research direction in the intertextuality of advertising discourse.