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互文性作为语篇的基本特征,通常用来指示两个或两个以上文本间发生的互文关系、本文拟从互文性的理论源泉、确立及划分把握互文性的理论脉络,根据“具体互文性”和“体裁互文性”的划分简要分析广告语篇中的互文现象,探讨广告语篇是如何利用互文性获得强烈的审美效果和受众的心理认同,从而充分实现广告的劝诱功能。
Intertextuality, as the basic feature of discourse, is usually used to indicate the intertextual relationship that occurs between two or more texts. This essay intends to establish and divide the theoretical context of intertextuality from the intertextual theory source. According to “Intertextuality ” and “genre intertextuality ” of the division of a brief analysis of intertextuality in the advertising discourse to explore how the advertising discourse intertextual access to a strong aesthetic effect and the audience’s psychological identity , So as to fully realize the advertisement’s persuasion function.