A Study Of English Print Advertisement Texts From The Perspective Of Intertextuality

Intertextuality,which refers to the shadow of other discourses in a discourse,is a basic feature of discourse analysis.Intertextuality theory is widely used in the fields of literary criticism and translation,However,in discourse analysis,especially the intertextual analysis of practical discourse,the number of studies is far from enough.Advertisement is considered to be a parasitic text,and intertextuality is common in advertising texts.This study aims to analyze the intertextual relationship in English print advertising text.It is a tentative study to analyze the forms,features,and pragmatic function of intertextuality in English print advertising text.The present research is based on an integrated theoretical framework which combines Xin's theory of intertextuality with Han's theory.The present study finds intertextuality,if applied reasonably in print advertising text,could be a feasible and effective approach of advertising or promotion.Through the applying of intertextuality,the advertisements want to realize mainly three types of pragmatic functions of advertising texts:1)Attracting readers' attention;2)Increasing the value of memory;3)Enhancing the power of persuasion.The research also finds that intertextual materials are rarely simply embedded in advertising discourse but are reused based on the logical relationships and semantic structures within the discourse.Based on the above research,the author hopes to enrich the studies of intertextual analysis of discourse,bring inspiration of creation for advertisers and creators,and provide a theoretical perspective for consumers to fully understand or appreciate advertising text.In addition,this study has certain reference significance for the teaching of discourse analysis.