摘要
影视广告由于其制作和传播媒介的不同,其互文性与平面广告有很大的不同。互文性不仅仅体现在文字上,更多地在其场景和情节上。作者通过对Oslo同性电影节(Oslo gay and lesbian film festival)"青蛙公主"的宣传广告的分析,透视影视广告中的互文性。在影视广告中,非语言符号的互文性和语言符号的互文性地位同样、甚至更为重要,只有将二者完美地结合才能达到良好的宣传效果,促进受众购买产品。
Film advertisement is different form print advisement in production and dissemination medium. The intertextuality in film advertisement includes both linguistic signs and non - linguistic signs. It not only roots in language, but also in scenes and on the plot. The author tries to analyze the advertisement of Oslo gay and lesbian film festival to make people pay more attention to the intertextality of non - linguistic signs. Only with the perfect combination of inertextuallity of both linguistic signs and non -linguistic signs can the advertisement be publicized well, therefore, persuade more consumers to buy the related product.
出处
《鸡西大学学报（综合版）》
2012年第12期51-52,共2页
JOurnal of Jixi University:comprehensive Edition
关键词
影视广告
非语言符号互文性
垂直互文性
水平互文性
外显互文性
film advertisement
non - linguistic intertextuality
vertical intertextuality
horizontal Intertextuality
explicit Intertextuality
