3. 篇际互文
我们这里所说的篇际互文，主要指体裁互文。“任何具有显著特征的文学或非文学的、口头或书面的‘语篇类型’(discourse type)”都可以称为体裁（辛斌，2002）。而体裁互文性（generic intertextuality）指的是不同体裁类型的语言特征同时出现在同一语篇中的语言特征。广告语篇体裁复杂。综合诸多语言学家观点（秦秀白，2002；李中行等1986；章飞1995；魏玉杰,1995;杨荣琦，陈玉红，1995），并根据体裁特征，广告可分为叙事体(narrative copy)、 证言(testimonial copy)体、描述(descriptive copy)体、对话(dialogic copy)体、诗歌体、小说体等等。
在对具体的广告语篇作分析时，我们发现，在某一广告语篇中，会有多种语篇体裁的融合。如下面一则例子：（摘自黄国文，2001）To the ends of the earth and the top of the world. Only two of us have made it. On May 9th 1994, Erling Kagge conquered Everest and became the first man to achieve the impossible. He’d made it to the North Pole with no outside help. “The reason I’ve succeeded is not because I’ve been very thorough with my preparations,” he says. “I studied the equipment thaat the local inhabitants use. I looked at high tech and low tech. Then, eventually, by drawing on everyone’s experience, I chose the equipment I knew I could trust.” Maybe that’s why he values his Rolex so highly.这则广告推销的是Rolex(劳力士)手表。从语篇体裁看，它的正文中既有叙事文、描述文、解释文、对话性的语言特色。这篇广告之所以选择大量的对话是因为本广告采用的是“证言式”手段，利用权威人士的话语佐证商品的可靠性。采用大量的叙事文体是为了完整叙述出事由经过，给这位“权威人士”完整的空间说出其“权威话语”。用解释文文体是为了进一步解释本文所要广告的对象。这几种文体同时出现，没有哪种文体能占主导地方。但几种体裁共同融合运用，这种语篇互文性增强了本广告语篇的说服力，增大了其宣传效果。