A Discursive Analysis Of Contextual Meaning Embodied In Intertextuality Of English Food Advertisements

This thesis aims at discovering contextual meanings embodied in intertextuality of English food advertisements. It is a tentative study to analyze forms and functions of three kinds of intertextuality in print advertisements.The present study is based on an integrated analytical framework which modifies Xin Bin's model of intertextuality by drawing on Qiao Xinglan's version of media intertextuality, Han Jinlong's source text, intertextual link and intertextual competence. H.RJauss and Wiser's reception-aesthetics is also applied to explain readers' acceptance.The result of the analysis comes out that intertextuality is a key factor that affects advertising texts but it is not a guarantee for success. Moreover, media intertextuality in advertising has a tremendous intertextual nature.Supporting examples of the advertisements manifest the universality of intertextuality in the register of advertising. Implications for creating and translating appealing and impressive advertisements via intertextual techniques are also encompassed in this paper.Furthermore, the study of intertextuality in advertising paves a new road for the novelty of Chinese advertising creation and design. Though developing by leaps and bounds, Chinese advertising is still at its infant stage. It can resort to intertextuality for resolution. Chinese copywriters must pay their attention to factors that affect the effectiveness of intertextual approach so as to realize adverting goals and compete with the foreign advertising industry in the global market.