Abstract
Advertising, as one of the forms of persuasive communication, often uses intertextual links to persuade, to manipulate and to seduce the recipient. The monograph analyses the intertextual links in advertising and their distribution according to the types of pretexts on the basis of theoretical research.
In the first part of the monograph, relevant theories, which deal with intertextuality, are summed up. In the second part, types of intertextual and architextual links used in advertising are selected.
The source material comes mainly from newspapers, magazines, television, radio, but also from "outdoor" advertising places. Authors of advertisements quote, extend or reduce the model texts, exchange similar words, use allusions etc.
When the pretext is well chosen, the recipient finds the product more attractive.