广告研究——互文性视角-外国语言学及应用语言学专业论文.docxVIP

-与胁 / 哪Y 哪Y iii●- ㈣9 肿4 蛐4 川5 川5㈣6 Abstract Since the term“Intertextuality”has been introduced by Julia Kristeva in 1 960s， the researches on intertextuality have drawn an increasingly attention from literature and other fields．Intertextuality insists that any text cannot exist alone without any other texts，this text and other texts，the present text and the previous texts all together form a text network system which interact each other．While advertisement，as a parasitic text，is the outcome of different kinds of texts integrated together．Based on the popularity and persuasiveness of advertisement．wim the employment of intertextuality,mainly manifest intertextuality and constitutive intertextuality proposed by HatimMason as the framework to make an analysis on intertextual phen。mena in adVertisemems and m。re emphaSis are Placed on how the Value。f an 卜 advertisement manifests through intertextuality as well as the widely used types in successful advertisements．All these show that intertextuality has become a new perspective of advertising design and provides a more research space with advertisement． This thesis adopts a qualitative analysis toward 22 advertisements abstracted from newspapers，magazines and TV advertisements to elaborate the frequently used types of intertextual relationships in modem advertisements along with how advertisements achieve the persuasive effects by these intertextual relationships，and the implications of intertextuality in advertisements drawn from this study will lay significanceonfutureresearch． This thesis is to analyse advertisements、析m the aid of the theory of intertextuali够M。st。f the reas。n is that t11e abund锄implicati。ns，wllich call be ．． fully grasped through the analysis of intertextual relationships，lie under the comparative succint languages．The simple languages of advertisements call for the varied and effective rhetorical techniques and images in order to be easily remembered remembered and fin