PhDr. Katarína Nemčoková, Ph.D.

Doctoral thesis

Discourse Strategies of Storytelling, Intertextuality and Metaphor in American Printed Advertising

Discourse Strategies of Storytelling, Intertextuality and Metaphor in American Printed Advertising
Abstract:
Táto dizertačná práca skúma uplatnenie diskurzných stratégií rozprávania príbehov, intertextuality a metafory v tlačenej reklame. Na tieto stratégie nahliada ako na prostriedky dávajúce viac moci nad diskurzom prijímateľovi reklamy a to tým, že mu umožňujú vytvoriť a následne vyplniť tzv. mentálny priestor. Textové náznaky skúmaných stratégií umožňujú vytvorenie mentálneho priestoru a ten potom prijímateľ …more
Abstract:
The dissertation deals with employment of discourse strategies of storytelling, intertextuality and metaphor in printed ads. These strategies are seen as assigning more power over discourse to the recipients by allowing them to create and explore their mental space. Textual cues of the three strategies outline the mental space and the recipients then fill it in with their own conceptual construct. …more
 

Keywords

discourse strategies discourse of advertising mental space storytelling intertextuality metaphor power in discourse undercoding textual cues
 
Language used: English
Date on which the thesis was submitted / produced: 13. 4. 2012
Identifier: https://is.muni.cz/th/hp8gm/

Thesis defence

  • Date of defence: 19. 6. 2012
  • Supervisor: prof. PhDr. Ludmila Urbanová, CSc.
  • Reader: doc. PhDr. Václav Řeřicha, CSc., doc. PhDr. Hana Srpová, Ph.D.

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