The Intertextuality in advertising ads: analyzing the explicit and implicit forms / A Intertextualidade em anúncios publicitários: analisando as formas explícita e implícita

Abstract

Based on the theoretical assumptions of Textual Linguistics (TL), from a qualitative investigation, we seek in this article to analyze intertextuality, with a bias in intergenericity, in advertisements. In order to better understand the explicit and implicit forms of intertextuality found in the advertising genre, as well as to verify its power of persuasion, we analyze four ads from different companies, extracted from the internet. As a result of the analysis, we verified that this phenomenon is, in fact, an important resource of construction of texts for commercials.

Keywords

• textual genre
• intergenericity
• advertising