This study examines the specifics of intertextual strategies in English-language marketing communications and the ethical limitations of their use in contemporary advertising discourse. It focuses on the ways in which quotations, allusions, precedent images, genre models, and intermedial references are incorporated into marketing texts, as well as their pragmatic potential. Particular attention is paid to how intertextuality functions in advertising messages as a means of semantic organization, enhancing expressiveness, and forming additional associative structures. It examines how appealing to familiar cultural codes enhances brand recognition, activates the recipient's interpretive activity, and creates an effect of intellectual participation. The ethically problematic potential of such strategies, associated with the risk of manipulation, cultural inappropriateness, substitution of the communicative mode, and concealment of commercial intent, is simultaneously analyzed. The research method and methodology include discourse analysis, intertextual analysis, lingua-pragmatic analysis, and elements of critical discourse analysis, allowing us to examine marketing texts as polycode and pragmatically oriented statements. The main conclusions of the study are that intertextuality in marketing communications serves not only as a means of expression but also as a mechanism for pragmatic and axiological influence on the recipient. It is shown that intertextual inclusions in advertising discourse serve not a decorative but a structure-forming function, participating in the formation of meanings, regulating perception, and shaping the audience's communicative response. The scientific novelty of the study lies in the distinction between intertextual and interdiscursive strategies, as well as in the proposal of a three-component model for their ethical evaluation, including an analysis of the source of borrowing, the nature of its transformation, and the degree of transparency of commercial intent. It has been established that the greatest ethical risk arises from genre mimicry, the hidden disguise of advertising as other types of discourse, as well as the use of culturally sensitive images in order to enhance commercial impact.
Pavel Vladimirovich Shmygarev (Wed,) studied this question.