试论广告语言的互文性特点

“互文性”概念的提出，为广告语言的研究提供了新的可能，也为广告创作提供了崭新视角。成功运用互文策略，巧妙地在广告文本与源文之间建立起联系,通过语境的转换或对比，可以增强广告文本和源文之间某种意识形态或语义方面的张力,从而增强广告语言的表达效果。广告语言互文性主要表现为广告文本对传统文化因素（传统文本）的借用、模仿及对流行文化元素（流行文本）的改编、借鉴等两个方面。

On the Intertextual Feature of Advertising Language

The notion of intertexuality provides advertising language research with new possibilities, and advertisements creation a brand new angle of view. Building subtle connection between advertising text and original text under successful intertexual strategies, changing and comparing context can improve ideology or pragmatics tension, hence improve the effect of advertising language. Advertising texts making use of, imitating traditional culture factors (traditional texts), and adapting, using for reference traditional culture factors feature two aspects of advertising language intertexuality.