A Study Of Intertextuality In English Print Advertisements

Since the term of intertextuality was coined by Julia Kristeva in the year 1969, intertextualityhas received extensive study in the field of literature criticism and has proved to be aneffective analytical tool. However, limited researches have been conducted on intertextualityin the field of applied linguistics such as advertising despite of its great importance inadvertising communication. This paper is a tentative study to describe and analyze forms andfunctions of intertextuality in print advertisements. Implications for advertising translation aswell as factors that affect effectiveness of intertextual approach are also discussed.Chapter One explains the research purpose, methodology, data collection and organization ofthe thesis.In Chapter Two, a historical overview of intertextual theory, studies have been done onintertextuality and basic notions of intertextuality in advertising are introduced.Chapter Three is a case analysis focusing on intertextuality in print advertisements. Accordingto different techniques of expression, intertextuality in print ads is classified into threecategories, i.e., specific intertextuality, generic intertextuality and cultural intertextuality. Withanalysis of specific examples, this chapter reveals operating mechanism and pragmaticfunctions of intertext in advertising. It is concluded that appropriate employment ofintertextual approach helps the ad gain more attention value, memory value and finallyachieve its communication purpose. Based on the case studies, discussion is also given to theimplications for advertising translation as well as the factors affecting the effectiveness of theintertextual approach.Chapter Four is the conclusive part of the thesis, including a general summary of the wholethesis, possible theoretical and practical significance of the study, and limitations of theresearch, as well as suggestions for further study.