Patricia J. Wetzel

List of John Benjamins publications in which Patricia J. Wetzel is involved.

Article

Wetzel, Patricia J. 2020 Chapter 12. Intertextuality in Japanese advertising: The semiotics of shared narrative Bonding through Context: Language and interactional alignment in Japanese situated discourse, Ide, Risako and Kaori Hata (eds.), pp. 265–281 | Chapter

Intertextuality, particularly word play, is a common feature of Japanese advertising. This article argues that intertextuality is a mechanism for accomplishing the ultimate goal of marketers – to bond with consumers. Reference to texts that consumers know creates an insider narrative space;… read more