Мигриращите персонажи и истории в изкуството – семиотични аспекти на интертекстуалността в рекламата
Migrating characters and stories in art: Semiotic aspects of intertextuality in advertising

Summary/Abstract: The article analyses some of the most important scientific literature (books and articles) with regard to the concepts “migrating character” and “intertextuality”. The definitions of “intertextuality”, the classifications of intertextuality, as well as the stylistic figures of intertextuality – allusion, parody, etc. – are studied at the beginning. Intertextuality in marketing communications in the main body of article is analysed in terms of: The Baroque stylistics (poetry)and the contemporary marketing communications; Spanish and French painting – The Naked Maja and Olympia by Édouard Manet; Escher and Lego; Snow White and feminism.

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