Audio intertextuality in modern advertising text

Marina Terskikh,S Cindori,O Larouk,L.N Rebrina,E.Yu Malushko,N.L Shamne

doi:10.1051/shsconf/20196900119

Abstract

The article is devoted to the study of audio intertextuality in modern advertising discourse. Despite the researchers’ increased interest in the problem of intertextual interaction, the issue of the functioning of the intertextuality mechanism in advertising, including social advertising, is still not fully covered, especially, since the advertising field is dynamic and provides extensive new material for research every day. The author pays special attention to the functional yield of audio intertextuality in advertising. As the basic functions of audio intertextual inclusions in the discourse of commercial and social advertising, the author identifies the attractive and aesthetic functions as the most significant and regularly realized; as secondary – playful and persuasive. Russian and foreign commercials serve as the material for the study. The method of intertextual analysis is used as fundamental. It consists in establishing the relations of derivation between texts and analyzing the formal and semantic transformations of text units and the text as a whole.

Highlights

Intertextuality can be attributed to one of the most relevant and popular areas of the humanities, since this concept is in sync with the modern era
Since the specific features of commercials are related to the performance of narrow-pragmatic tasks, the key is the question of the functions that intertextual inclusions, including auditory, perform in the advertising message
In the article “Intertextuality tools in the discourse of social advertising” [16], we noted that the use of intertextuality tools in commercials text performs, from our point of view, a number of functions, among which we consider attractive and persuasive

Summary

Introduction

Intertextuality can be attributed to one of the most relevant and popular areas of the humanities, since this concept is in sync with the modern era. The intertextual analysis is carried out on the material of verbal or visual citation: researchers note that “creolized advertising appears as a dicode text containing verbal and visual imageries” [6, p. One can speak of the increased interest of foreign researchers in the role of background music in advertising texts, including in the terms of intertextuality [7–14]. We would like to draw attention to the creative affecting potential of audio codes in commercial and social promotional videos, since quite often music is used as an intertextual basis of an advertising message, with or without verbal component. The method of intertextual analysis is used as fundamental It consists in establishing the relations of derivation between texts and analyzing the formal and semantic transformations of text units and the text as a whole

Audio intertextuality in the discourse of commercial advertising

Audio intertextuality in the discourse of social advertising

Findings

Conclusions