论广告文本的互文性:功能与效果

On the Intersexual Property of Advertising Texts:Functions and Effects

本文通过探讨互文技巧在一种特殊的以消费者为中心的话语中的作用,来研究广告现有文本与背景文本之间的关系,揭示了每个文本都不是独立的"岛屿",而是与其他的文本相互联系的。在本文中,展示了由消费者在阅读广告文本中所使用到的互文性的两种典型的表现形式(引用,仿拟),这两种表现形式把消费者的个人叙述和围绕在他们身边的更大的文化话语联系在一起。本文用互文性的两种典型的表现形式来证明恰当的使用互文技巧有助于增强消费者的购买欲以达到广告的目的。

Through the study of the function of the intersexual property in a specific type of consumer-directed discourse called advertising text, this article discloses that no text is an isolated island and shows that every text is closely connected with others. In the present paper, two typical forms of intcrsexual properly （quotation, parody） , used by consumers to connect their own personal narratives to the larger cultural discourse surrounding them, have been demonstrated . The two typical forms of intersexuality are examined to prove that proper usage of intersexual techniques can lend itself to the aim of advertising text which can stimulate the consumers＇ purchasing desire.