Intertextuality And Pre-understanding:on The Effectiveness Of Advertising Language

The concept of intertextuality is closely associated with both thoughts from structuralism and post-structuralism, which is also one of the most frequently used terms in literary criticism. As the concept of intertextuality proceeds gradually and tends to be mature, some studies are conducted with relation to this concept in various domains, which promotes establishment of the theory of intertextuality. Accordingly, it is applied extensively in text interpretation and is also introduced into verbal communication. And this justifies its framework of exploring the speaker’s intertextual creation of advertising language. By examining and classifying relevant concepts of intertextuality, it can be found that Bakhtin’s Dialogism promotes the generation of the theory of intertextuality and Xin Bin’s elucidation boosts the systemization of the theory of intertextuality.Besides, the establishment and development of hermeneutics remarkably facilitate the text interpretation and provide infinite possibilities for interpreting texts, which brings positive influence to the progress of human civilization. Hermeneutics is originally confined in the religion field before extended to diverse domains. In this process, the theory of pre-understanding proposed by Heidegger advances a totally new school of hermeneutical theories; and based on this, Gadamer’s innovation of the theory of fusion of horizons draws enormous attention in the hermeneutical circle. Thus, these two pieces of thinking just expound the potential factors affecting the receiver in interpreting advertising language.Although recent decades have witnessed the striking extension of research on advertising language by resorting to intertextuality, sparse studies on advertising language have been relevant to pre-understanding. Furthermore, there seem to be fewer advertising researches combining these two visions. As a result, both theories of intertextuality and pre-understanding included, the thesis attempts to demonstrate the significance and effectiveness of intertextuality and pre-understanding in creating and interpreting advertising language. Meanwhile, it tries to probe the three factors affecting the creation and interpretation of advertising language (meaning, identity, identification) in order to figure out the suggested targets and its influence to current society.