| Abstract [eng] |
There are found lots of artistic devices in advertisements. Lots of features of functional style of language or redone fragments from other texts (intertexts), help to implement the goals of advertisement and it becomes the important way of expression. The intertextuality in advertisement has not been widely studied earlier so it is appropriate to discuss the intertexts which are found in advertising. The Master thesis is „Intertextuality in advertisement“. The goal of the thesis is to find out what intertextual elements are chosen for advertisers in their advertisements, what is the expression of used items and what content is transferred. To achieve the goal the following tasks were solved: to collect the sufficient quantity of printed advertisements in order to do a research: to form objective conclusions; to classify intertexts and to describe them; to analyse the expression of intertextual elements, set functions of intertextual elements in advertisement texts and to describe them; to make conclusions of the research and submit the directions of using analysed intertexts. There are 110 printed advertisements analysed in the thesis. Firstly the intertextuality is discussed: the point of intertextuality, the examples of intertextuality are given. The research of advertisements is made in the theoretical part – it discusses the expression of intertextuality in printed advertisements. The quotations used in it help to extend the text, argue statements about products or services that are advertised, show the value of product (not only addresser thinks possitive about the product, but either a famous person). The other texts or their fragments in the printed advertisement are presented with motivation: the verbal expression becomes more expressive, imaginative. Language measures of private style are stylistically colored and actualized in the context of advertisement and usually have additional functions, for example, to establish a closer connection with the addressee of advertising. |
