De l’intertextualité littéraire à l’intertextualité publicitaire : le cas des iconotextes publicitaires de la presse écrite en Algérie

Abstract EN

Many researchers have pointed out that intertextual relations are frequently used in advertising discourse, which is the place, par excellence, where this intertextuality appears.

Indeed, for a long time monopolized by literary poetics, intertextuality is open to other types of discourse, including advertising.

Today, many researchers in the language sciences are exploring this field, but this question has not yet aroused so much interest among Algerian researchers who have studied advertising discourse.

To remedy this, we propose to study in more detail the relationship between advertising and intertextuality, we present some examples of borrowings from other discourses and a collective memory shared by an entire society