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oms are still quite sparse, and scholars in this line are going to great length to find some results in this field. Advertisements in foreign countries can be checked from four main perspectives as  follows:  stylistics,  sociolinguistics,  pragmatics  and  systemic-functional  grammar. Leech  (1966)  once  mentioned  his  approach  of  English  commercial  advertising discourse  in  his  English  in  Advertising,  and  he  held  that  the  best  representative approach  of  advertising  study  is  the  stylistic  approach  of  advertising  study  which  is characterized with its descriptive nature. Leech focuses his attention on depicting all kinds  of  linguistic  devices  employed  by  advertisers.  There  is  no  doubt  that  Leech gives the following researchers a good sample of descriptive work, but admittedly this kind  of  method  is  deficient  because  it  lacks  the  power  of  explanation.  There  is  no perfect way to answer the questions like “how the advertising discourse is expected to be  understood  by  customers”  and  “  how  to  build  a  relation  between  advertising discourses and the social text” by using the stylistic approach.  
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Chapter Three Research Methodology....24 
3.1 Research Methodology......24 
3.1.1 Data Collection ......24 
3.1.2 Research Methods ..........24 
Chapter Four Generic Intertextuality in English Commercial Advertisements.......27 
4.1 Classification of Intertextuality in English Commercial Ads....27 
4.1.1 Specific Intertextuality ...........29 
4.1.2 Generic Intertextuality ...........30 
4.1.3 Cultural Intertextuality ...........32 
4.2 Types of Generic Intertextuality in English Commercial Ads...........33 

Chapter Four Generic Intertextuality in English Commercial Advertisements 

4.1 Classification of Intertextuality in English Commercial Ads 
As  to  the  classification  of  intertextuality,  the  scholars  make  plenty  of  researches and  hold  different  opinions  about  it.  Since  Kristeva  put  forward  the  concept  of intertextuality,  she  distinguishes  the  types  of  intertextuality  from  two  perspectives, including  the  horizontal  intertextuality  and  vertical  intertextuality.  The  first  one  is about how to build the inter relationship between one piece of discourse and a string of  other  discourse  and  it  emphasizes  that  the  addresser  should  find  some  ways  to organize  his  own  utterance  according  to  other  person’s  discourse.  The  classical example is the mutual responses in a conversation or the mutual letters between one person and another. Howeve本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。