Interdiscursivity: The relationship between advertising discourse and literature

Abstract

This article is the result of an academic investigation work developed in 2006. The  investigation is based on the idea that the study of interdiscursivity between advertising  discourse and literature, is a response to a necessity of an unclosed approach to both 
discourses. In this way, the focus of the investigation is to confront not only the narrative  aspects, but also the theories contributions. The idea of considering one vast social  discourse, that covers the totality of the discursive production of a society, allowed the 
study of remaining features that determine what’s able to be narrated. 
The specific objectives are a description of the main characteristics of both discourses, and their production and consumption’s conditions, and finally, the identification of interdiscursivity’s relations on the chosen corpus. In relation with the analysis technique 
selected, Greimas’s discourse analysis provides a way to discover the relevant aspects of interaction, through detailed comparisons, and the writing subject’s procedures. The big influence of advertising, as a persuasive discourse, supports an interdisciplinary study 
inside the net of social discourses.