Text and Context in Advertising Discourse

<p dir="ltr"><span>This article analyses the specific features of advertising discourse, drawing on various discourse theories through the operationalisation of concepts such as discursive context, co-text, peritext, hypertext, and discursive tradition. Advertising creativity aims at constructing the advertising text by exploring the resources of language, engaging both the idiomatic and expressive competence of the speaker and the receiver.</span></p><div><span><br /></span></div>