Prätext als eines der Verkaufsfördern den sprachlichen Mittel

Abstract

Many advertising slogans are built on the textualisation of the message and deal with positive connotations. The knowledge of the original text and the surprising alteration of the text, in other words, the change of the expected, usually bring about a positive irritation and intensify our attention during reception (the so-called element of estrangement). The intertextualisation manifests itself in various forms, mostly as an allusion to the content or the structure of the original text (a literary work, the title of a film, a proverb, a phraseologism, a quotation, etc). The use of these intertextual hints is effective in accordance with the active participation of the recipients and it is certainly dependent on their intellectual capacity.