Intertextuality in contemporary marketing text
https://doi.org/10.26907/2782-4756-2025-80-2-48-55
Abstract
The present article studies function features of intertextuality in contemporary marketing texts in the Russian language, based on the categorical apparatus of the intertextuality theory and V. P. Moskvin method of intertextual analysis. About one and half thousand texts of television, outdoor and internet advertising over the period from 2012 to 2022 served as a reference. The method of intertextual analysis identifies the following stages of the research: firstly, pre-texts are identified, to which marketing texts can be referred. These are mostly works with high recognizability. Musical works (popular music), literary texts (Russian classic literature) and film texts (“Golden Collection” of the Soviet cinema) especially often function as sources of intertextual connections. Secondly, we define intertext figures and the hierarchy of their activities. The most common figures are textual application (reproduction of a text fragment without the source indication), travestying imitation (imitation of the best aspects of a particular writing style or work) and paraphrase (inconsequential change in the vocabulary of the text); less common are allusion (sign of a particular text), travesty (text paraphrase), parody (reproduction of features for the purpose of mockery) and stylistic transcript (borrowing the main stylistic markers of a prosperous idiolect). Thirdly, the article highlights the functions of intertextuality in the contemporary marketing text. The main functions of intertextual inclusions are text-forming, adaptive and attractive. The conclusion is made about multifunctional and syncretical nature of the intertextuality functional meanings in the contemporary marketing text.
About the Author
G. I. Meister
Russian State University for the Humanities
Russian Federation
Russian Federation
Meister German Igorevich, Master’s student,
6 Miusskaya Sq., Moscow, 125993
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For citations:
Meister G.I. Intertextuality in contemporary marketing text. Philology and Culture. 2025;(2):48-55. (In Russ.) https://doi.org/10.26907/2782-4756-2025-80-2-48-55
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