The following hypernorms which describe our world were identified in this corpus of 200 advertisements based on the recurring intertextual domains and texts assumed as general knowledge by copy-writers. These examples were qualitatively tested for their acceptability by means of the criteria established by Harty (1985). In order to determine the intertextual domains regarded as general knowledge, a randomly selected sample of 200 intertextual advertisements from the print media in Afrikaans, English and Dutch was gathered. The intertextual messages in advertising discourse can be regarded as generally-accepted shared knowledge between the marketer (sender) and the target market which is based on a certain dominant world-view.
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