CULTURAL SPECIFICS OF ADVERTISING IN CZECH:INTERTEXTUALITY AND INTERDISCURSIVITY
ARTICLE: CULTURAL SPECIFICS OF ADVERTISING IN CZECH:INTERTEXTUALITY AND INTERDISCURSIVITY

Summary/Abstract: Světla Čmejrková: CULTURAL SPECIFICS OF ADVERTISING IN CZECH: INTERTEXTUALITY AND INTERDISCURSIVITY Advertising references not only individual texts, but entire discourses as well, that is, bodies of texts, written and spoken, which relate to a particular topic. In the first part of the article, I provide examples of advertisements which utilize the principle of intertextuality and explore the communicative potential of proverbs, popular sayings, idioms, and other culturally significant texts, such as titles of books, songs, films, etc. In doing to, the advertisements often refer to the topics of nation and ethnicity. The topics of nation and ethnicity are discussed also in the second part of the article, particularly with the analysis of adverts which try to convince the Czech consumer to buy Czech products by referring to historical and cultural roots and local traditions and by appealing to national pride; allusions to the myth-creating discourse of nation and ethnicity contain irony and parody, but this is also a manner of presenting this discourse. The aim of the article is to show that advertising parasites on a wide variety of texts, styles and genres, literary and folk, artificial and ordinary, including conversation within a single culture as well as conversation between cultures. The article shows that advertisement can be a parody of any discourse, including advertising discourse itself.

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