Intertextuality as a means of expression in the discourse of social advertising

Abstract

We describe the forms of intertextuality that are active in the discourse of social advertising. The purpose of work is to establish the types of use of borrowed texts, as well as the ratio of verbal and visual borrowings. The material is 4000 posters of environmental themes, collected from various media banks on the Internet using a continuous sampling method. We conclude that the most frequent form of borrowing is reminiscence (61.5 % of the total number of intertextual inclusions). Here the visual and verbal components are in relative balance: the idea is expressed in words, and the image acts as an illustration and/or eye-stopper. In second place in terms of the number of examples is a citation (28.4 %). Rational (borrowings from legislative acts, scientific works, statements of recognized experts and other official sources) and emotional (statements of famous writers, cultural figures, artists, athletes, etc., containing metaphorical and evaluative elements) are distinguished here. When using this form, verbal quoting predominates. The third position is occupied by allusions (10.1 % of the total number of borrowings). Here, the main burden most often falls on the image, which should evoke associations with the prototext.