Le discours répété en tant que manifestation de l’intertextualité dans la publicité

Abstract

We consider that, for the analysis of advertising discourse, the intertextuality and, implicitly, the repeated discourse, are important elements of the meaning of an advertisement. That’s why, in this paper, we intend to observe, starting from a review, on one hand, of the forms that the intertextuality can take (quotation, plagiarism, allusion, paraphrase, imitation, parody, theme with variations, “placing into the abyss”) and of the types of intertext (palimpsest and collage), and, on the other hand, of the types of phrases belonging to the repeated discourse, the way in which the two concepts act in advertising, with the mention that the specialty papers deal very sporadically with this matter. Also, we have in view Coseriu’ distinction between the “free technique of discourse and the repeated discourse, as well as their interference, in order to show that, as the speech is, according to Eugeniu Coseriu, similar to a painting with simultaneous collage, in which it is identified at same time the current technique and speech fragments that are already existent, advertisements appeal both to phrases belonging to the repeated discourse, and to canonical phrases that are intentionally changed, especially by substitution.