The Study On Intertextuality In Print Advertising Images

"Intertextuality" theory aims to expound the mutual relation between specific text and other related texts, and is an important concept in text research. Since it’s proposed, this theory has been widely applied in the study of art theory, as well as art and culture. But in the visual communication field, which has a wider application range and a greater influence on the contemporary life, it lacks adequate research and practice. This paper focuses on the study of applying intertextuality theory in print advertising images. It interprets the origin and development of intertextuality theory from the perspective of design practice, as well as information dissemination and public understanding. It takes "intertextuality" theory as the main line, and is supplemented by relevant achievements of semiotics, linguistics, sociology and communication studies. This paper mainly discusses how to study the intertextuality of "signifier", "mean" and the slogan proceeding from narrative characteristics of print advertising images. It combines the intertextuality basis of image coding and decoding to explore the principle and concrete methods of flat image adopting intertextuality to get the resonance of the audience to realize the target of advertising and communications. At the same time, it also provides new strategies and perspective for the practice and research of plane advertisement design, and provides important means for professional designers of advertising and the general audience to understand classified ads.