SEMIOTIC AND PRAGMATIC INVESTIGATION INTO THE APPLICATION OF INTERTEXTUAL COMPONENTS IN ADVERTISING TEXTS

This study examines the semiotic and pragmatic application of intertextual components in advertising texts, examining the ways in which these references contribute to the persuasive impact and meaning-making. Advertising, a ubiquitous form of communication, strategically employs intertextuality, the incorporation of references to other texts, to captivate consumer attention. In-depth semiotic and pragmatic analyses of selected advertisements were conducted in conjunction with corpus development, utilizing a mixed-methods approach. The advertisements in the corpus, which were gathered from a variety of sources, employed a variety of intertextual techniques. Pragmatic analysis investigated the function of intertextual components within the communicative context, taking into account the intended and perceived meanings, while semiotic analysis examined them as signals, examining their contribution to meaning and persuasive impact. The findings illustrated that intertextual references function as potent signifiers, utilizing pre-existing cultural knowledge to elicit specific emotions and meanings. The synergistic relationship between visual and linguistic intertextual elements was revealed through multimodal analysis. The strategic use of intertextuality to establish rapport, construct implicatures, and navigate social issues was emphasized by pragmatic analysis. The study concludes that intertextuality is a critical tool in advertising, as it enhances audience engagement, persuasion, and meaning-making. This underscores the significance of cultural knowledge and contextual comprehension in effective advertising communication.