Montserrat LOPEZ DIAZ
Heterogeneity of advertising discourse
Langage et Société n° 116, June 2006, p. 129-145
Advertising draws on linguistic and sociocultural resources to exploit materials of different origins. It not only feeds on those that might be labelled intertextual or interdiscursive, bringing into play the notions of text and discourse, but it also gives pride of place to its own persuasion strategies. In this case it makes use of intradiscourse. In general, quotations and allusions are respectively marked and unmarked forms of visible heterogeneity, whether they are intertextual or intradiscursive. But within such visible heterogeneity, certain quotations and allusions do not conform to that postulate. Moreover, advertising discourse borrows, from several areas of social activity, elements that provide the frame for arguing in favour of the object advertised. It is the reason why the notion of cultural preconstruct, which corresponds to the sphere of constitutive heterogeneity, is very useful.
Intertextuality / interdiscourse / intradiscourse / cultural preconstruct / discourse heterogeneity / quotation / allusion
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