Monika Schwarz-Friesel:
“Damit Sie auch heute noch kraftvoll zuhören können!” Zur kommunikativen und kognitiven Funktion intertextueller Markierungen in der aktuellen Werbung
Abstract:
In recent years, intertextualitity – i.e. the reference of elements within texts to other texts – has become a more and more widely used communication strategy in advertising.
In this article, it is shown why and how the use of intertextual knowledge is an effective tool to achieve the communicative goal of advertising texts.
In the first part of this paper, different types of intertextual markers are discussed. In the second part, the focus is on the illocutionary force and perlocutionary potential of intertextuality as a strategy of persuasion. It is argued that by recognising the intertextual relationship between texts the recipient becomes actively involved in the communication process and is likely to build up an emotional preference for the product advertised.
