Research Of The Intertextuality In Advertising Discourse

Intertextuality is a kind of text theory rose in recent years. It inherits the advantages of structuralism and stresses the fracture and uncertainty of the text itself. Because its theory conforms to the development of modern text theory, it has received widespread attention. From the angle of intertextuality to analyses advertising discourse, we can dig out the rich connotation of this very simple expression as advertising. Each text is not independent, but linked to the other text. Whether this relationship can be understood depends on the reader’s understanding of intextuality. Different intertextual relationship can have different effects on the interpretation of advertising texts. As a kind of special social communication behavior, advertising discourse has a large number of intertextual phenomena. Advertising texts effectively organize the images,sounds, and language, and make them to be interpreted in terms of the relationship between them. It can be faster and more accurate to attract the attention of consumers through various means of the intertextual skills, so that the products are more likely to be remembered by consumers, thus make deals to achieve the purpose of economic benefits. From the perspective of form and content, the intertextuality of advertising discourse can be divided into two categories: text intertextuality and culture intertextuality. Intertextuality not only refers to the relationship between the text and the text, it pays more attention to textualization of external influence and strength, that is the context we were,including social background, historical background, political background and psychological factors all can be textualized, and then be able to produce intertextual relationship with some text. We not just stay in the form of text, but also pay attention to the depth of the theory of intertextuality in the cultural level when we research the intertextuality between texts.