| The concept of intertextuality has become the priority area in literature since theday it was put forward. While as a hot topic in the research of both genre analysis andintertextuality analysis, generic intertextuality has been defined and discussed fromdifferent perspectives. Generic intertextuality reveals the combination of discourses ofdifferent styles, registers or generic features. Almost every discourse, whether it isliterary or non-literary, contains the feature of generic intertextuality. As a kind ofparasitic discourse, advertisement could almost use any kind of generic feature, whichmeans it is very flexible in form, and its intertextuality is more complicated. Therefore,through the method of CDA, this thesis aims at discovering how and to what extentdoes generic intertextuality help the authors achieve their persuasive intentions andcommunicative purpose. There will be two parts in the first chapter, one is thedefinitions of intertextuality and generic intertextuality, including relationship betweenthem and so on. The second part is the introduction of advertisement’s generic featuresand relationship between advertisements discourses and generic intertextuality. Thesecond chapter are the introduction of research method and content. The third chapteris the generic intertextuality analysis of advertisement discourses, which consists of theclassifications of generic intertextuality in advertisement discourses and case analysisthrough the method of CDA. In the fourth chapter, there will be a summary offunctions of generic intertextuality in advertisement discourses and how theycontribute to cognitive, psychological, emotional and cultural acceptance of potentialcustomers. The last part will be conclusion of the thesis. |
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