Intertextual Tools In Public State Announcements Discourse Related To Childhood Issues

Abstract

The paper focuses on intertextuality tools applied within the framework of public state announcements' (PSAs) discourse related to childhood issues. Despite the high interest of researchers to the problem of intertextual interaction, the question of intertextual mechanism of advertising (PSAs included) has not been covered to the full extent, though the dynamic character of advertising provides scholars with ample material for research. Innovation of the research presented is determined by the authors' attempt to study modern intertextuality tools used in PSA discourse. They main objectives include the development of a system of values in the collective consciousness, adjustment of value priorities and orienting points, and the transfer of socially-approved behavioural patterns. That is why the PSAs related to childhood issues need effective and non-stereotypical representation of their objects -social maladies and values. The authors pay a special attention to the typology and functions of intertextuality tools applied in PSA texts. The authors identify attractive and persuasive functions of intertextual references as the most important ones which are implemented regularly in PSAs connected with childhood issues. Aesthetic, entertaining and delimitating functions are researched as secondary ones. The suggested classifications are accompanied with examples of Russian and foreign PSAs. The main topics covered by the PSAs under research include child abuse, educational issues, and the promotion of a healthy lifestyle.