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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2018. № 9. Part 2. P. 325-329.
SCIENTIFIC AREA:    Philological Sciences
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https://doi.org/10.30853/filnauki.2018-9-2.24

PRECEDENT UNITS IN ADVERTISING TEXTS
Vartanova Natal'ya Gennad'evna
Don State Technical University
Submitted: 26.06.2018
Abstract. The article discusses the problem of precedence in advertising texts, analyzes the use of various methods of intertextual relations by the advertiser with the aim of creating a new text, including the elements of foreign texts into it or referring to them. Various sources of precedence have been studied: proverbs and sayings, quotes from films and cartoons, etc. Basing on the examples, various ways of introducing a precedent text into advertising are analyzed: direct quoting and various types of transformation of the canonical text.
Key words and phrases: язык рекламы, рекламная коммуникация, межтекстовые связи, прецедентность в рекламе, источники прецедентности, language of advertising, advertising communication, intertextual relations, precedence in advertising, sources of precedence
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