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De la poétique à l’analyse du discours publicitaire: l’hypertextualité, entre intertextualité et architextualité
Auteur(s)
Lugrin, Gilles
Date de parution
2006
In
Revue Tranel (Travaux neuchâtelois de linguistique), Institut des Sciences du langage et de la communication, Université de Neuchâtel, 2006/44//133-149
Résumé
This contribution firstly redefines the three notions of intertextuality, hypertextuality, and architextuality. Secondly, it illustrates the pertinence of these three types of relations basing itself on a corpus of advertisements found in the written press. The various examples used demonstrate the advantage of viewing these three types of relations as complementary, as capable of shifting from one to another. Finally, if the transfer of these categories from the field of poetics to that of advertising discourse is interesting, it is because, as we have abundantly demonstrated elsewhere (Lugrin, 2006), advertising discourse is a machine that recycles–and therefore relays–the surrounding culture.
Identifiants
Type de publication
journal article
