公益广告语篇的互文性  

Intertextuality of Public Service Advertisement Discourses

作　　者：张雷刚[1] 

机构地区：[1]西安航空技术高等专科学校基础部,陕西西安710077

出　　处：《西安航空技术高等专科学校学报》2011年第6期65-68,共4页Journal of Xi'an Aerotechnical College

摘　　要：互文性是所有语篇的特性,互文性理论被广泛地应用在语篇分析中。运用互文性理论,研究公益广告的三种互文性,包括细节互文性、体裁互文性和文化互文性,以及它们的语用功能,从而为公益广告的作者和读者分别提供一个新的设计和解读视角。Intertextuality,the common feature of all discourses,finds wide applications in discourse analysis.The article,via the intertextuality theory,studies the three types of intertextuality of public service advertisement,namely specific,generic,and cultural intertextualities,and also their pragmatic functions,thus offering a new design and interpretation perspective to authors and readers of public service advertisements separately.

关 键 词：公益广告 互文性 细节互文性 体裁互文性 文化互文性 

分 类 号：I024[文学—文学理论]