Intertekstualitāte reklāmās
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Latvijas Universitāte
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2
Anotācija
Darbā aplūkota intertekstualitātes nozīme reklāmas tekstu lingvistiskās
pragmatikas aspektā. Konstatēts, kādi intertekstualitātes veidi tiek izmantoti Latvijas
plašsaziņas līdzekļos publicētajās reklāmās, kāda ir to iedarbība uz adresātu un kādi
ekspresīvi valodas līdzekļi tiek izmantoti, lai piesaistītu adresāta uzmanību un
pārliecinātu par vēstījuma patiesumu.
Darbā ir trīs nodaļas, kurās tuvāk apskatīta reklāmas vēsture, būtība un
funkcijas, saikne ar dažādiem mākslas veidiem, kā arī reklāmas teksta pragmatiskie
aspekti. Analizēts ir gan reklāmas teksta saturs, gan forma.
Uzmanība pievērsta ne vien reklāmas tekstam, bet arī vizuālajam un
muzikālajam noformējumam, jo arī tie mēdz veidot intertekstuālās saites.
Atslēgvārdi: adresants, adresāts, intertekstualitāte, pragmatika, reklāma
The paper investigates the importance of intertextuality in the aspect of linguistic pragmatics of advertisement texts. It deals with the ways of intertextuality used in advertisements published in the Latvian mass media, their influence on addressee and what expressive means of language are being used to attract the addressee's attention and convince him/her about the sincerity of the message. The paper consists of three chapters which deal with the history, essence and functions of an advertisement, its link with different kinds of art, as well as with the pragmatic aspects of the advertisement text. Both the content and the form of the advertisement text is being analysed. Attention is paid not only to the text of the advertisement but also to its visual and musical design, because they can also create an intertextual link. Key words: adresants, adresāts, intertekstualitāte, pragmatika, reklāma
The paper investigates the importance of intertextuality in the aspect of linguistic pragmatics of advertisement texts. It deals with the ways of intertextuality used in advertisements published in the Latvian mass media, their influence on addressee and what expressive means of language are being used to attract the addressee's attention and convince him/her about the sincerity of the message. The paper consists of three chapters which deal with the history, essence and functions of an advertisement, its link with different kinds of art, as well as with the pragmatic aspects of the advertisement text. Both the content and the form of the advertisement text is being analysed. Attention is paid not only to the text of the advertisement but also to its visual and musical design, because they can also create an intertextual link. Key words: adresants, adresāts, intertekstualitāte, pragmatika, reklāma