Generic Intertextuality In Commercial Advertisement

Commercial advertisement discourse has already become a kind of public discourse closely related to our daily lives. It definitely will reflect ideology and power relationships in commercial field. The author thinks it necessary to make CDA study of commercial advertisement discourse. This study is aimed to explore generic intertextuality in commercial advertisement. It analyzes the generic intertextual classifications and functions in several recent commercial advertisements systematically; it describes generic intertextual, as the generic feature of commercial advertisement discourse, commonly exists in commercial advertisement discourse, and plays a very important role; it reveals how the commercial advertisement practisers achieve persuading function, deceiving function, etc. through generic intertextuality.On the theoretical foundation of Swales’Genre and Move theory, and of Professor XinBin’s theory, this study makes generic intertextual analysis of commercial advertisement discourse from three levels:Firstly, analysis of generic feature in the discourse; the author adopts Swales’Move analysis method and gets the generic feature of commercial advertisement discourse:generic intertextual. Secondly, generic intertextual study of the discourse; the author analyzes generic intertextuality from three aspects:mixture of genres, mixture of registers and mixture of styles. Lastly, analysis of socio-pragmatic functions of generic intertextuality in commercial advertisement discourse, and get the functions:implicit discourse control, persuading, deceiving and power manipulation.The findings of this research are as follows:First, there are two obligatory moves in commercial advertisement discourse:Move EP and Move SP; Second, generic intertextual is the generic feature of commercial advertisement discourse; Third, mixture of genres, mixture of field, mixture of tenor and mixture of mode has their own characteristics; Fourth, as for the three-dimensional framework of generic intertextual study, mixture of genres focuses on text, mixture of registers focuses on text practisers, mixture of styles focuses on the relationship between text and text practisers; Fifth, among the socio-pragmatic functions of generic intertextuality of commercial advertisement discourse, persuading function is the basic function, implicit discourse control has textual function.