Study On The Intertextuality Of Art Performance Of Skoda TV Advertising In Recent Ten Years

Intertextuality(intertextuality),also known as text or intertextuality,linguistic theory in the early twentieth Century the term began,really generally begin to appear is generated by the end of 1960 s,put forward by the French literary critic Chris EVA in literary studies,and included in the 1969 issue of "Semiotics" in a Book: "the construction of any text is the introduction of mosaic;any text is the absorption and transformation of other text." The theory of intertextuality was originally proposed as an intertextual relationship between two or more texts of two texts.It plays an increasingly important role in literary research and literary writing because of its inclusiveness of literary tradition and the extension of the field of literary research.Wave first put forward: "intertextuality is an important symbol of post-modernism,now" postmodernism "and" intertextuality "is a synonym for".Television advertising as a television media parasitic discourse characteristics,in recent years,the advertising industry is rapidly becoming A new force suddenly rises.,darling,it has broadcast and film audio-visual function,is superior in print advertising,outdoor advertising can not be compared.Continuous activity screen and musical audio-visual language,all kinds of creative art form,can vividly show characteristics of advertising goods from various aspects,and make the advertising content rich,enhance the audience's interest,and easy to arouse the audience's imagination,so the desire to buy.I decided to start from nearly ten years of Skoda TV ads,as the main research on intertextuality theory,the definition of clear,hope that through the theory of intertextuality of the dialogue level,the main level of dialogue and cultural aspects of these three aspects combined with the specific case,combing the specific application of intertextuality in Skoda TV ads in the performing arts features,and finally clarify the Skoda television advertising art performance of intertextuality is how to influence consumers and the general public,paving the way for the future of intertextuality in television advertising art expression in terms of academic research and practice bypass.