On Intertextuality In Advertisements-From The Perspective Of Memetics

Memetics is a newly rising theory to reveal the law of culture transmission, which sheds new light on various cultural phenomena. The present study makes an attempt to analyze advertising intertextuality realization from the perspective of Memetics. Through the analysis of a series of advertisements, the author argues that it is the replication, propagation and evolution of memes that help to realize intertextuality in advertisements.Based on Verschueren's Adaptation Theory, and enlightened by the theory of memes, this thesis attempts to construct a framework for analyzing the process of intertextuality realization. As a kind of relationship between texts or between texts and various cultural images, thinking patterns, intertextuality is realized through a text assimilating, reorganizing or rearranging certain part of another text, and that part is a meme or several memes. However, not all memes can be used to help realize intertextuality in advertisements. Only the strong memes which possess high values in fidelity, fecundity and longevity will be chosen by advertisers to create intertextual effects. From the perspective of Adaptation Theory, these memes adapt to the contextual correlates and structural objects well. Through quotation, reorganization and displacement of the strong memes, advertisers create comprehensive connections between their products and various concepts which people are familiar with. Thus, they reduce consumers' rejection towards advertisements and achieve a better effect of sales promotion.It is hoped that this research can enhance our understanding of intertextuality, and provide some enlightenment to advertisement creation and appreciation.