Reconceptualization of Intertextuality in Advertisements

Abstract

This study aims to analyze and understand the new role that the intertextuality has gained in the communicative interactions through advertisements (and through their translations). As a concept that expresses the relations of a text with other texts, intertextuality stands out in advertisement language. In this context, intertextual references, their effects and how they work in audiences’ perception through advertisements will be discussed and by deepening the meaning of intertextuality and by opening new dimensions to the concept, this study will try to portray that the concept ‘intertextuality’ requires reconceptualization in the advertisement world different from literary texts in the sense that advertisements use the concept to lead the audience references to a single point either by visuals or through specially chosen language.

Keywords

• intertextuality
• advertisements
• advertextuality

Ethical Statement

Karabük Üniversitesi, Sosyal ve Beşeri Bilimler Etik Kurul Başkanlığınca onaylanmıştır.

References

1. ABRAMS, M. H., & HARPHAM, G. G. (2015). A Glossary of Litery Terms. The United States: Cengage Learning. American Marketing Association. (2023, 05 10). Retrieved from https://www.ama.org/topics/advertising/
2. Bahtin, M. M. (1982). The Dialogic Imagination Four Essays. In M. Holquist, The Dialogic Imagination. Austin: University of Texas Press Slavic Series.
3. Chatterjee, S., & Parihar, T. S. (2023). Vizualizing Branding: Metamorphosis of Advertising, Visual Strategies and Their Cultural Significance. Vista, 6. Retrieved from https://www.researchgate.net/publication/376055567_Vizualizing_Branding_Metamorphosis_of_Advertising_Visual_Strategies_and_Their_Cultural_Significance
4. Genette, G. (1992). The architext : an introduction. Berkeley: University of California Press.
5. Kristeva, J. (1986). Intertextuality: An Introduction. In T. Moi, The Kristeva Reader (p. 37). New York Columbia University Press.
6. Mirenayat, S. A. (2015). Gerard Genette and the Categorization of Textual Transcendence . Mediterranean Journal of Social Sciences , 533.
7. Pilelienė, L., & Grigaliunaite, V. (2016). Effect of Visual Advertising Complexity on Consumers' Attention. International Journal of Management, Accounting and Economics, 2.
8. Riffaterre, M. (1990). Compulsory Reader Response: The Intertextual Drive. In M. Worton, & J. Still, Intertextuality: Theories and Practices (pp. 60-77). Manchester and New York: Manchester University Press.

9. Scott, L. M. (1994). The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research . Journal of Consumer Research, 468.
10. Zengin, M. (2016). An Introduction to Intertextuality as a Literary Theory: Definitions, Axioms and the Originators. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 300.