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and“we”canbedirectedatalmostanyone.Itshouldbeclarifiedherethat
wordsaredeicticiftheirdenotationalmeaningisdependentonthespecific
contextinwhichtheyareused;deixis,thus,canbedefinedasameansof
“[ł]pointingvialanguage”(Yule,2011/1996,p.9)andreferringtospecific
contextsthatexpressdistanceorproximityintermsofpersons,time,and
space.Asanexample,itmaybepertinenttorefertothediferencebetween
theinclusiveandexclusive“we.”Theinclusiveoneisdesignedtoenhance
contactbetweentheadvertiserandtheaudience,includingtheaddressee
inthegroupidentifiedascollective“we,”whereastheexclusiveoneispur-
posedtoexcludetheaddresseeandimplythatthepronounusedindicates
thespeakerplusotherpeople(Yule,2011/1996).Naturally,severalother
dimensionsofthepragmaticlevelcouldbementionedhere;however,for
thepurposeofconcisenessandtextorganisation,theywillbediscussedin
thefollowingpartsofthechapter.
Wieldinginfluenceonthelinguisticreality,adsarecapableofawak-
eningcuriosityinpotentialcustomersbymeansoffigures,tropes,orkey-
words(Caples,1997).Whatismore,theyoftenmakeuseofintertextuality
inordertoevokeevenmoreassociationsandcreateevenmoreattractive
messages.
Thetermintertextualityreferstothewayonetextcanpointtoorbase
itselfonanother.[ł]Intertextualitycanbeanimportantcomponent
ofanadvert’smeaning,inthattheoriginaltextbeingreferredtoestab-
lishedamessage,whichthesecondtextcanthenuseandelaborateon.
Inthisway,thesecondtextdoesn’thavetoworksohard—itcantake
forgrantedthattheoriginaltexthasleftatracewhichitcanusetoits
advantage.(Goddard,1998,p.69)
Intertextualityis,hence,awaytoimbueadvertisingmessageswith
additionalmeaningsowingtotheuseofquotationsfrom,allusionsto,or
transformationsofothertextsbelongingtoagivenculturalheritage.Based
onpeople’spriorknowledgeofwell-knowntexts,films,orpublicfigures,
itbecomespossibletoaddlayersofdepthtoanadandletthesecultural
factorsshapeitsfinalmeaning.Thisintertextualqualitymayrefernotonly
toliteraryallusions,butalsotothestructureofanadvertisement,forads
assuchmaybelabelledasparasiticdiscoursethatborrowsfromdiferent
genres,fromdialogues,throughcartoonsandfairytales,tomasterpieces
oftheatreandliterature(Bralczyk,2000;Cook,2001;Wojtaszek,2002).
Duetosuchcross-references,itcanbesaidthatadvertisingmessagesare
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