Publication details [#53491]

Kuppens, An H. 2010. English in Advertising: Generic Intertextuality in a Globalizing Media Environment. Applied Linguistics 31 (1) : 115–135.
Publication type
Article in journal
Publication language
Language as a subject
Place, Publisher
Oxford University Press


This paper explores advertisements, intertextually referring to a set of British and American media genres, in which specific registers of English are deployed to feature the ads' generic intertextuality. It illuminates issues such as viewers’ agency and linguistic pre-eminence.