On The Intertextual Property Of Advertising Texts: Functions And Effects

Through the study of the function of the intertextual property in a specific type of consumer-oriented discourse called advertising text, this thesis discloses that no text is an isolated island and shows that every text is closely connected with other texts. Furthermore, this thesis reveals that whether this connection between and among texts can be successfully interpreted or not depends on the degree of readers' understanding of the intertextual property.Intertextuality refers to the interconnectedness of cultural narratives, such that current texts refer always backward to structures and ideas contained in earlier texts (Barthes 1971). Each generation's patters, of discourse, are built upon those of preceding generations (Hirschman, Scott and Wells 1998). In the present paper, the writer demonstrates three expressing forms of intertextual property (quotation, allusion, parody) used by producers to connect their own personal narratives to the larger cultural discourse surrounding them.This thesis is to analyze the printed advertisements with the aid of the theory of intertextuality; most of the reason is that the abundant connotation, which can be fully mastered through the analysis of intertextual property, lies under the comparative succinct language forms. The simple language forms of advertising texts call for the varied and effective rhetorical techniques and imagery in order to be easily remembered. Three expressing forms of intertextuality are examined to prove that proper exploitation of the intertextual techniques of texts can lend itself to the aim of advertising text which can stimulate the consumers' purchasing desire. It is demonstrated that the three intertextual relationships referred to in this thesis can be discovered in advertisements. Different intertextual relationship can have different effects on the interpretation of advertising texts. The writer is strongly convinced that employing intertextual techniques in advertising texts can favor the purpose of advertising and strengthen the consumers' understanding of the advertising texts. At the same time, this thesis points out that the effect of the use of intertextual techniques in the advertising text is influenced by several factors, such as the degree of the exploitation and interpretation of the intertextual techniques of advertisers and readers.