Intertextuality

Adrian Gully Journal of Arabic and Islamic Studies, Volume 1, 1996-97, pp. 1-49 This article explores the discourse of commercial consumer advertising in the written and visual media of Egypt. After setting advertisements in the context of genres and schemas, it focuses mainly on the relationship between language and cultural representation within the discourse of advertising. The paper places special emphasis on the role of intertextuality within the advertising framework. It also assesses the effectiveness of using different language levels in a given advertisement or commercial, and looks at the deployment of rhetorical devices to reinforce the advertising message.

DOI: 10.1080/14781700.2014.943677Panagiotis Sakellariou Published online: 27 Aug 2014, in Translation Studies, Taylor & Francis The present article offers a critical account of key applications of the concept of intertextuality for translation-theoretic purposes. It is argued that these applications form part of a reorientation in Western translation studies that involves a significant reconceptualization of both the practice of translation and the role of the translator. Seen from this perspective, the translation-theoretic appropriation of the concept of intertextuality presents itself as a particular moment of a reshaping process in the development of the discipline.