Intertextuality as a means of expression in the discourse of social advertising
https://doi.org/10.20310/2587-6953-2022-8-3-482-495
Abstract
We describe the forms of intertextuality that are active in the discourse of social advertising. The purpose of work is to establish the types of use of borrowed texts, as well as the ratio of verbal and visual borrowings. The material is 4000 posters of environmental themes, collected from various media banks on the Internet using a continuous sampling method. We conclude that the most frequent form of borrowing is reminiscence (61.5 % of the total number of intertextual inclusions). Here the visual and verbal components are in relative balance: the idea is expressed in words, and the image acts as an illustration and/or eye-stopper. In second place in terms of the number of examples is a citation (28.4 %). Rational (borrowings from legislative acts, scientific works, statements of recognized experts and other official sources) and emotional (statements of famous writers, cultural figures, artists, athletes, etc., containing metaphorical and evaluative elements) are distinguished here. When using this form, verbal quoting predominates. The third position is occupied by allusions (10.1 % of the total number of borrowings). Here, the main burden most often falls on the image, which should evoke associations with the prototext.
About the Authors
T. V. Anisimova
Saint-Petersburg University of the Ministry of the Interior of the Russian Federation
Russian Federation
Russian Federation
Tatyana V. Anisimova, Candidate of Philology, Professor, Professor of Socio-Economic and Humanitarian Disciplines Department, Kaliningrad Branch of Saint-Petersburg University of the Ministry of the Interior of the Russian Federation
1 Letchika Pilyutova St., St. Petersburg 198206
S. A. Chubay
Volgograd State University
Russian Federation
Russian Federation
Svetlana A. Chubay, Candidate of Philology, Associate Professor, Associate Professor of Russian Philology and Journalism Department
100 Universitetsky Ave., Volgograd 400062
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Review
For citations:
Anisimova T.V., Chubay S.A. Intertextuality as a means of expression in the discourse of social advertising. Neophilology. 2022;8(3):482-495. (In Russ.) https://doi.org/10.20310/2587-6953-2022-8-3-482-495
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