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2008???z24?fSCIENCE&TECHNOLOGYINFORMATION

    ;Intertextualityreferstoakindofrelationshipthatthetextsare ;interwovenwitheachother.Intertextualityisacommonfeatureofall ;texts.Thispaperisatentativestudytodescribeandanalyze ;intertextualityparticularlyspecificintertextualityinprintadvertisements. ;1.HistoricalOverviewofTheoriesonIntertextuality

    ;UsuallytheRussianliterarytheoristM.M.Bakhtinisregardedas ;theoriginatoroftheintertextualtheory.Inthelate1960sJuliaKristeva ;coinedthetermslintertextualitysiinthecontextofherinfluential ;accountsforwesternaudiencesoftheworkofBakhtin.Accordingto ;Kristeva,intertextualityimpliessltheinsertionofhistory(society)intoa ;textandofthistextintohistorysi(Kristeva1986:39).

    ;ItwasJuliaKristevathatcalledpeoplesxsattentiontothe ;intertextualconcept.However,herwordsweretoodifficulttounderstand ;forthecontemporaryliteraryprofessors.Itwasafterherstudent,Roland ;Barthessxfurtherclarificationandexplanationthattheideaof ;intertextualitybecamemorepopularamongthecritics.

    ;Therearemanyotherscholarswhohadtoucheduponthestudyof ;intertextuality,suchasMichaelRiffaterre,NormanFaircloughetc. ;Theconceptofintertextualityhasbeenpaidmoreandmore

    ;attentiontosincethe1960s.Intertextualtheorywasusedbymanycritics ;toanalyzediscourseincludingbothliteratureandnon-literature ;discourses.

    ;2.BasicNotionsofIntertextualityinAdvertisements

    ;2.1SourceText

    ;Sourcetextistextfromwhichinformationorideasarederived. ;Sourcetextinadvertisementsreferstothesignsandexpressionsan ;advertisementcampaigninvokesincludingbothtextsandimages,which ;canbefurtherclassifiedinto1)texts;2)paintings,architecture,music;3) ;events,figures;4)socialvaluesandnormswidelyaccepted,etc. ;Advertisingcampaignstobeanalyzedlaterinthispaperfallintothe ;categoryofprintadvertisements.Asmentionedaboveacompleteprintad ;containsbothtextsandimages,thus,inordertodescribeandanalyze ;specificintertextualityintheparticulardiscoursetypebetter,adtextsas ;wellasimageswillbeanalyzedfromtheperspectiveofspecific ;intertextuality.

    ;2.2IntertextualMarksandIntertextualCompetence

    ;Intertextualmarksareusedtohelpreadersknowwherethesource ;is.Somewritersemployquotationmarksintheirtextsordirectlytell

    ;theirreadersabouttheprimarysource.However,asaspecialdiscourse ;typeadvertisementdosenothavemanyintertextualmarks.Textscontain ;clearintertextualmarksarecalledexplicitintertexts,whiletextswithout ;intertextualmarksareoftenreferredtoasimplicitintertexts.Advertising ;discoursesusuallyfallintothesecondcategory,thatis,implicit ;intertextuality.Althoughtherearenoexplicitintertextualmarksin ;x,

    ;associatewithsourcetexts.Wordsorimagesofthiskindareintertextual ;links.

    ;Readerssxintertextualcompetenceiscrucialtothesuccessofad ;campaignsifintertextualapproachhasbeenemployed.Intertextual ;competencereferstoreaderssxcompetencetofindandunderstand ;intertext,particularlyimplicitintertextinthediscourses.Intertextual ;competenceiscloselyrelatedtoreaderssxpriorreadingandlife ;experiences.Readerswhoareatdifferentagesorindifferentcountries, ;forinstance,havedifferentintertextualcompetence.Admentherefore ;shouldpaymuchattentiontoreaderssxintertextualcompetencewhich ;variesalotastimeandlocationchange.

    ;3.CaseAnalysis:SpecificIntertextualityinEnglishPrint ;Advertisements

    ;3.1FormsandFunctionsofSpecificIntertextualityinEnglishPrint ;Advertisements

    ;Anadvertisementmusthaveattentionvalueandmemoryvaluein ;ordertopersuadetheaudiencetofinallytakethepurchaseaction. ;Intertextualapproachisadevicetorealizesuchadvertisingfunction. ;Specificintertextualitybasicallyreferstotheintertextualrelationsof ;onetextwithothertextseachofwhichisattributabletoanindividual ;writingsubject(anindividualpersonoranorganization,knownor ;anonymous)andpresupposesamoreorlessspecificaddressee.(Xin ;2003:93)

    ;HanJinlongfurtherdividesspecificintertextualityintotwotypes: ;insertionandassimilation.Insertion,alsoknownasmanifest ;intertextuality,ismarkedorcuedbyfeaturesonthesurfaceofthetext, ;suchasquotationmarks.However,atextmayslincorporatesianothertext ;withoutthelatterbeingexplicitlycued.Suchkindofintertextisknown ;asimplicitintertext,orconstitutiveintertext.slTheconstitutive ;intertextualityofatextistheconfigurationofdiscourseconventionsthat ;gointoitsproduction.si(Fairclough1992:104)Inprintadvertisements ;admenrarelyemploymanifestintertextualapproach.Theyapply ;intertextualtheorymoreskillfullysoastoincorporatesourcetextina ;morecovertway,whichthenenablethemtocreatenoticeableand ;memorableadvertisingcampaigns.

    ;Thefollowingsectionsaretorevealoperatingmechanismsand ;functionsofintertextsinprintadvertisements.

;3.1.1CitationofHistoricalEventsandFigures

    ;Citationofhistoricaleventsandfiguresisonemeanstoapply

    ;intertextualapproach.Bycitinghistoricaleventsandfigures,admencan ;realizetheiradvertisinggoalswithfewestwordswhileimpressreaders ;deeply.

    ;Sample1:publicserviceadvertising--AppealforPeace

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    AStudyofSpecificIntertextualityinEnglishPrintAdvertisements ;

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    ;gYAbstractgFSincethetermofintertextualitywascoinedbyJuliaKristevaintheyear1969,intertextualityhasreceivedextensivestudyinthefield

    ;ofliteraturecriticismandhasprovedtobeaneffectiveanalyticaltool.However,limitedresearcheshavebeenconductedonintertextualityinthefield

    ;ofappliedlinguisticssuchasadvertisingdespiteofitsgreatimportanceinadvertisingcommunication.Thispaperisatentativestudytodescribeand

    ;analyzeformsandfunctionsofspecificintertextualityinprintadvertisements. ;gYKeywordsgFintertextuality;printadvertisements;specificintertextuality ;p??t?????Ap?

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    ;implicitintertetstherearewordsorimagesthatcanmakereadersHeadline:oucancrinooroucancrinsorrow.

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    ;Bodycopy:Foronly17daysduringthesummerOlympicslets

    ;createaworldatpeacewherechildrenandadultsandathletescanshare ;tearsofjoy.

    ;TheadcampaignabovewaspublishedinAdvertisingAgeinthe

    ;year1995.Generallyspeaking,thisadisnottoocomplicatedtoread. ;However,asapublicserviceadvertisementtheadhadbeenwellreceived ;bythereaders,andwongoldmedalintheinternationalprintadvertising ;contestin1995.Howcanaseeminglysimpleadvertisementbeso

    ;impressiveandacclaimed?Appropriateuseofintertextualapproachis ;oneofthemostimportantfactorsthattheadshouldoweitssuccessto. ;SincetargetreadersofthisadaremainlyAmericans,historical

    ;eventsandfigurescitedarecloselyrelatedtoAmericandailyexperience

    ;andbackgroundknowledge.Therefore,onseeingtheimagesmost ;Americanreaderscanidentifytheathleteintheupperpicture.The ;athleteisEvelynAshford,averyfamousAmericansprinter.Thepicture ;presentsthemomentwhenAshfordbrokerecordin100mraceandgot ;thegoldmedal.Itwasherfirsttimeasagoldmedalwinnerinthe ;OlympicGames.Shewassoexcitedthatsheembracedherteamplayers ;andcouldnothelpcrying.Severalwordsbelowanchormeaningsofthe ;image:slYoucancryinjoy.siAnotherpictureintheadconcernspeoplesx ;stearaswell,however,itisabouttearsinsorrow.Amiddle-aged ;Muslimwomanheldherlittlechildtightlyinthearms,andcried ;helplesslyinsorrow.Sincetheadwaspublishedin1995whenBosnia- ;Herzegovinaconflictattractedworldwideattention,itisnaturalandeasy ;forreaderstointerprettheimageandheadlinebelowcorrectly.Conflicts ;betweentheethnicgroupsinBosniahavebroughtgreatsufferingtotheir ;peoples,childrenandwomenparticularly.Sarajevo,thecapitalcityof ;Bosnia,bestknownforhostingthe1984WinterOlympicswasnowfullof ;sightsandsoundsofthebloodycarnage.

    ;Inconclusion,theadmanexploitsintertextualapproach,ormore ;specifically,citeshistoricaleventsandfiguresintoadwriting.Aslongas ;readerspossesscorrespondingintertextualcompetence,theywillinvoke ;twointertextuallinksasfollowswheninterpretingthisad:Evelyn ;Ashfordo?athleteso?peoplewholiveinpeacesharingjoyofsuccess; ;Muslimwomanandchildo?MuslimpeoplesufferingfromBosniaWaro? ;peoplesufferfromwarsallaroundtheworld.Twocompletelydifferent ;picturesthroughintertextuallinksmakereadersdeeplyimpressedand ;shocked.Somecryinjoy,whilesomecryinsorrow.Whatcausessuch ;unequalphenomenon?Bearingthisquestioninmind,readerswill ;naturallyacceptthesubjectofthead:appealforpeace.

    ;SV(R)

    ;Headline:RabbitsEatPeanuts.

    ;Bodycopy:AlittlefriendlyadvicefromVolkswagenforthoseofyou ;whohavetogettoworkonyourown.

    ;ThisadvertisementtitledwithslRabbitsiwasdesignedbyawell- ;knownadmanTedBell.Similartosample1,theadiscomposedofa ;shortheadlineandbodycopy.Althoughtheadvertisingappealis ;economy,nosuchwordsappearthroughoutthewholeadcampaign.Ever ;sincetheadwaspublishedinNewYorkTimesandWashingtonPostin ;1977,salesofrabbitcarhadincreasedbyalargeamount.Theadalso ;wongoldmedalinslTheOneShowsi,awell-knowninternationalad ;contest.Withoutlongbodycopiestopresentadvantagesoftheproduct, ;howcantheadachievegreateffectiveness?AnswerliesinTedBellsxs ;tactfulemploymentofintertextualapproach.

    ;Sincetheadvertisementlacksenoughverbalclewsforthereaders, ;theywillnaturallydecodetheadfromanintertextualperspective.Itis

    ;certainthattheyallcanrecognizetheovalbuildingservedasbackground ;picture.Whenoneseestheovalhouse,itisnaturalthatheorshemay ;associatethehousewithpeoplewholivethere.JimmyCarterwasthe ;presidentinlate1970s.WithaVWcarparkinginfrontoftheWhite ;House,itseemsthatthegovernment,orsay,thepresidentJimmyCarter ;wassupportingtheproduct.

    ;TedBelladdedashortheadlinetoanchorreaderssxinterpreting ;dimension.slRabbitseatpeanutssiliterallymeansthistypeofcardoesnsxt ;consumemuchgasoline,therefore,carownersdonsxtneedtopayaloton ;gascosts.Moreover,byusingthewordslpeanutsitheadmanactually ;createdpossibilityofanotherintertextuallinkforthereaders.Almost ;everyoneinAmericaknowsthatthepresidentJimmyCarterhadbeena ;peanutplanter.JimmyCarterwasknownforhissimplelifeevenasa ;president.Duringthelate1970swhenAmericawasshortofgassupply, ;thepresidentstronglyheldtheviewthatgovernorsintheWhiteHouse ;shouldnotdrivelimousineswhichconsumedgasalot.Therefore,the ;wholeadvertisementconveysakindofmessagethatRabbitsconsume ;littlegas,andthateventhePresidentJimmyCarterappreciatesthecara ;lot.

    ;Withfewestwordsandsimpleimage,TedBellcreatedgood

    ;intertextuallinksforreadersbycitingahistoricaleventandafamous ;figureofthetime.Inshort,readerswillfindtwointertextuallinksfrom ;thead:ovalhouseo?thePresidentJimmyCarter;peanuto?thePresident ;JimmyCarter.Theheadlineanchorsmeaningoftheimage.

    ;Inshort,wiseadmenwouldliketoembedintertextuallinksinads. ;Bydoingso,theycatchreaderssxattentionandlocktheadsinreaderssx ;memory.

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    ;ample2:olkswagenCarabbit

    ;.1.2CitationoProverbs

    ;Proverbsareshortwell-knownstatementsthatcontainadviceabout ;2

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    ;lifeingeneral.Proverbs,accordingtothedefinition,thushavethe ;followingcharacteristics.First,proverbsareshort,whichmeansthat ;lengthyexpressionscanbeavoidedifproverbsareusedappropriately. ;Second,proverbsarewell-known.Therefore,readersmayeasily ;remembertheexpressionswithproverbs.Third,proverbscontainadvice ;aboutlifeingeneral,thatis,proverbsaresupposedtobeconnotative. ;Duetotheseparticularcharacteristicsproverbscanbegoodintertextual ;linkstobeusedinads.Itistruethatgoodadmenfrequentlyapply ;intertextualapproachthroughcitationofproverbsorthosefamiliar

    ;sayings.Indoingso,theycreateappropriateintertextuallinksinthe ;advertisementsandimpressthereaders.

    ;Sample3:Parker(pen)

    ;Headline:Thepenismightierthantheswordandsomepensare ;mightierthanothers.

    ;BodyCopy:(thebodycopyisnotfocusofthefollowinganalysis, ;thusomitted).

    ;Illustration:ThethreephotosareofGen.DwightD.Eisenhower, ;givingtheVgesturewithtwoParkersaftertheGermansurrender;Gen. ;DouglasMacArthur,signingtheJapanesesurrender,andDeputy ;SecretaryofStateWarrenChristopher,signingtheagreementtogetthe ;hostagesoutofIran.HeusesaParkerballpen.

    ;Parkerisaninternationalpenmarketleaderwithatraditionof ;qualityandacommitmenttocontinualresearch.Itismorethanacentury ;sinceGeorgeSaffordParkerlaunchedhiscompanywiththephilosophy ;slmakesomethingbetterandpeoplewillbuyitsi.Besidesitsgoodquality, ;Parkerestablishesitscredibilityalsoonsplendidadvertisements.Sample ;4isoneofParkersxsclassicads.

    ;Thiscampaignisarelativelycompleteprintad,comprising ;headline,illustration,bodycopy,trademark,etc.Theheadlineis ;evidentlyacitationoftheproverb,slThepenismightierthanthesword.si ;Thecopywritermadeabitchangeonthebasisoftheproverb,thatis,he ;addedashortsentenceaftertheproverb.Illustrationsoftheadconsistof ;fourphotographs.Oneisimageoftheproductandtheotherthreeareall ;photosoffamoushistoricaleventsandfigures.Thethreephotosareof ;Gen.DwightD.Eisenhower,givingtheVgesturewithtwoParkersafter ;theGermansurrender;Gen.DouglasMacArthur,signingtheJapanese ;surrender,andDeputySecretaryofStateWarrenChristopher,signingthe ;agreementtogetthehostagesoutofIran.Onethingthesethreephotos ;areincommonisthatallthesecelebritiesusedParkerpentoratifythe ;excitingmoments.Thecampaigncontainsaquitelongbodycopywhich ;giveselaborateinformationabouttheproduct.However,sincecontentsof ;thebodycopywillnotbeourfocus,theywillbeomittedinthefollowing ;analysis.

    ;Adsofdailynecessitiessuchaspensarelikelytobeneglectedby ;consumers.Itisdifficultforadmentocreateimpressiveadsofthiskind. ;However,theadcampaignofParkerpenachievedgreatsuccesswith ;highattentionvalueandmemoryvalue.Tactfuluseofintertextual ;approachisoneofthemostimportantfactorsthatthecampaignshould ;Intertextualityispresentedthroughcitationoftheproverbslthepen ;ismightierthantheswordsi.Thisexpressionoriginallymeansthatsome ;writerscanhavemoreeffectthanviolentaction.However,itiscitedhere ;nottoappraisethewritersbuttoevokepeoplesxsattentiontothewriting ;instrument,thepen.Suchcitationofproverbiscreativeandattracting.

    ;Readerswillnaturallykeeptheirinteresttogoon.Thecopywriterthen ;addselaborateinformationinthebodycopyandthreephotosas ;illustrations.Allthesephotosareconcernedwithhistoricaleventsthat ;generalssignedinternationaltreaties.Informationfromthephotosfurther ;activatesreaderssxmemoryoftheproverb.Peoplegetthemessagethat ;pensmayplaymuchmoreimportantrolesinourlifethanweimagined ;andthatitisnecessaryforustoownagoodpen.Basedontheproverb ;thecampaignheadlinealsoreadsslsomepensaremightierthanotherssi. ;slSomepenssiherecertainlyreferstoParkerpens.slSomepensare ;mightierthanotherssithereforesuggeststhatParkerpensaresuperiorto ;otherproducts.Photosbelowsupportthisassertion.Thephotosshowthat ;manyinternationaltreatieshavebeenratifiedbysignaturesmadewith ;Parkerpen.Ifreadersgetthemessagefromtheproverbthatpensare ;importantarticles,thenitisnaturalforthemtoacceptthefactthat ;Parkerpencanbetheirfirstchoicewhenpurchasingthisimportant ;article.Consequentlythecampaignachieveditsobjectivetomotivate ;potentialconsumerstotakeaction.

    ;Sample4:TheTimes(newspaper)

    ;BodyCopy:Ourpresencewillmakeyourheartgrowfonder.The ;prosewithoutthecon.Wetakenoprideinprejudice.

    ;TheTimesisapopularBritishnewspaper.Aimofthisadcampaign ;istobuildagoodcompanyimageandattractmorepotentialcustomersto ;subscribeTheTimes.Thisadobjectiveisrealizedthroughanappropriate ;useofintertextualapproach,citationofproverbsspecifically. ;Therearethreeintertextuallinksintotalinthecampaign.Thefirst ;oneisacitationoftheproverbslabsencemakestheheartgrowfondersi. ;Thisproverbmeansbeingawayfromsomeonemakesyoulikethemmore. ;Thecopywriterchangesabitonbasisoftheproverb.slAbsencesiis ;replacedbyslourpresencesi,whilesltheheartsiischangedintoslyour ;heartsi.Insodoing,theadconveysamessagethatifcustomersoftenread ;TheTimestheywillloveit.Therefore,afterinterpretingtheadreaders ;willgetwarmfeelingsthroughthefirstintertextuallink.Thesecond ;intertextualexpressionispresentedinthesentencesltheprosewithout ;thecon.siSinceacommonlyusedphrasesltheprosandconssihassimilar ;pronunciationandmorphologywiththeexpression,readersmake ;associationwhenreading.Thateffectisexactlywhatthecopywriter ;expects.Thephrasesltheprosandconssimeanstheadvantagesand ;disadvantagesofsomething.Thecopywriterchangessltheprossiintoslthe ;prosesiandslconssiintoslwithouttheconsirespectively.Thesecond ;intertextualexpressionpresentsthecompanysxsimpartialandhonest ;imageasamedium.Thethirdsentenceslwetakenoprideinprejudicesi ;isintertextuallyrelatedtoJaneAustinsxsworkPrideandPrejudice.Since ;targetaudiencesofthisadaremainlyBritishpotentialsubscribers,they ;aresupposedtobefamiliarwiththenovel.Specifically,thecopywriter

    ;employsintertextualapproachherethroughevokingreaderssxmemory ;aboutthemasterpiece.Suchcitationfallsintothethirdcategoryof ;specificintertextuality.Furtheranalysiswillbemadeinthefollowing ;section.

    ;Tosumup,bycitationofproverbsorwell-knownsayings,admen ;creategoodintertextuallinksinads.Insodoing,advertisementsobtain ;attentionvalue.Readerswillfeelinterestinwhattheyarefamiliarwith. ;Inaddition,sinceproverbsandoldsayingsareshort,itismucheasierfor ;readerstorememberthem.Finally,citationofproverbsmakestheads ;morepersuasive.Mostconsumersareinclinedtoquestionadclaims,and ;maynotperceivethebrandsasfavorablyaswasintendedbythe ;advertisers.Employmentofintertextualapproachenablesmessagestobe ;,f,

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    ;deliveredthroughcovertcommunicationchannelthereoreavoids ;readersnegativeattitudetowardsadvertisementsandnegativesocial ;27

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    ;reactionsthatanadvertisementmayarouse.

    ;3.1.3CitationofLiteraryMasterpieces,FamousSpeeches,Popular ;Movies

    ;Intertextualapproachcanbeappliedthroughmanyotherformssuch ;ascitationofmovies,literarymasterpieces,famousspeeches,poems, ;popularads,etc.Popularityofthesemovies,literarymasterpieces,etc. ;mayaddappealingpowerandinfluencetotheads.

    ;(1)CitationofMovies

    ;Admenoftencitepopularmovielines,moviecharactersormovie ;plotstotheadvertisement.Sample5iscitationofamovieplot. ;Sample5:Polo(Volkswagencar)

    ;BodyCopy:Smallbuttough.

    ;Illustrationdescription:Hurtbythetoughbuilding,KingKongis ;sufferingfromgreatpain.

    ;Sample5isanadcampaigntopresentVWPolocarsxstwofeatures: ;smallandtough.Insteadoflongbodycopies,onedrawingandashort ;expressionconstitutethewholecampaign.EvenPolocar,theadvertised ;product,doesnsxtappearinthead.Successofthecampaignliesinits ;appropriateuseofintertextualapproach.Readersobtainmuchmore ;messagesthroughinterpretingintertextuallink,thedrawinginSample5. ;Onseeingthedrawingreaderswillrecallamovienamed

    ;slKingKongsi.KingKongisahugeandstrongcreature.Heisabletocrush ;almosteverythingincludingtoughskyscrapers.Thereisasimilarscenein ;themoviewherenothingkeepssafeunderKingKongsxsattack.However, ;whatisshowninthisadisatotaldifferentthing.Strongandpowerfulas ;KingKongis,hebadlyhurtshisfeetwhenheintendstodestroythesmall ;building.Therefore,theadshowsthatwhetheroneisbetterthanthe ;otherdoesnotdependontheirsizes.Ashortexpressionbelowthe ;drawinganchorstheadmanintention.Combiningthedrawingwiththe ;bodycopyamessageisconveyedtothereadersthatPolocaristough. ;Smallnesscanberegardedasoneofitspeculiarfeaturesratherthana ;disadvantage.

    ;Sample5showsthatcitationofpopularmoviescanmakethead ;moreeffective.First,sincethemoviecitedispopular,theadwith ;citationnaturallyattractsreaderssxattention.Second,theadis ;intertextuallyrelatedtothemovieplotbutnotexactlythesame.Readers ;findhumorandconnotativemeaningbycomparingthetwo.Theyare ;morelikelytorememberthecampaign.

    ;(2)CitationofFamousSpeeches

    ;Sample6:Wonderbra(Underwear)

    ;Bodycopy:Governmentofthepeople,bythepeople,forme.

    ;Sample6isanadcampaignforWonderbraunderwear.Theadman ;employsanintertextualapproachinthisadvertisement.Bothliteral ;xxW

    ;thebodycopyreaderswillimmediatelyrecallafamoussentencesaidby ;AbrahamLincoln:slGovernmentofthepeople,bythepeople,forthe ;people,shallnotperishfromtheearth.siHowever,thissentenceisused ;toexpresspoliticalopinions.Thereseemstobenorelationsbetweenthe ;politicalexpressionandwomenunderwear.Readerswillcontinuetheir ;interpretationwithdoubts.Theyfinallyrealizethatslgovernmentsiinthe ;admeanstocontroltheirbodies.Combinginformationreflectedthrough ;theimage,readerscangetamessagefromthecampaign,thatis,onewho ;wearsWonderbraunderwearwillfeelverycomfortableandlooksgood. ;Potentialconsumersthathopetohaveniceunderwearcanbeattractedby ;thisad.

    ;3.2Summary

    ;Withtheemploymentofspecificintertextualapproach,advertising ;discoursesareintertextuallyrelatedtopriorfactsandknowledge.Since ;theoldsayings,historicalevents,popularmovies,etc.arewhatreaders ;arefamiliarwith,theywillbeeasilyattractedbytheads.Thus,theads ;withspecificintertextualityobtainmoreattentionvalue.Besides,since ;theproverbs,famousspeeches,etc.arebriefandwell-known,adswith ;employmentofspecificintertextualityobtainmorememoryvalue. ;Therefore,intertextualtechniqueworksinthesuccessfuladvertising ;communication.Appropriateemploymentofspecificintertextualapproach

    ;canpersuadeconsumerstotakepurchaseactioneffectively. ;4.LimitationsandSuggestionsforFurtherResearch

    ;Owingtolimitedconditionsandmylimitedacademiccapacity,the ;papermaysufferfromseverallimitations:first,theoreticsupportforthe ;thesismaynotbeasstrongasexpected.Sincelittlestudyhasbeendone ;onintertextualityinadvertisementsandsomematerialsconcerningthe ;subjectarenotavailable,Ifounditdifficulttogeneralizeacomplete ;intertextualtheorysystemthatcanbeappliedtothecaseanalysis.With ;moreandmoreattentionpaidtothesubject,itishopedthatfurther ;researcheswillbemadeonamoresolidtheoreticsupport.Second,dueto ;limitedtimeandacademiccapacity,noin-depthanalysisismadeto ;explainwhyintertextualitycanbeinterpretedbythereaders.Thistopic ;deservesfurtherstudysoastoenrichintertextualtheory. ;gYBibliographygF

    ;[1]Barthes,Roland.Image,music,text.NewYork:NoondayPress,1978. ;[2]Fairclough,N.MediaDiscourse.NewYork:EdwardArnold,1995. ;[3]Jenny,L.TheStrategyofForm.InT.Todorov(ed.),R.Carter(trans.),French ;LiteraryTheoryToday.Cambridge:CUP,1982.

    ;[4]Kristeva,J.DesireinLanguage:ASemioticApproachtoLiteratureandart. ;Oxford:Blackwell,1980.

    ;[5]???3???c??????.?????v?A??(??????).?.?p:?.?p???F?????P,2003. ;[6]??????.?????????????v?A??.?????t??????????,2005(1). ;[7]????.?????????v???P?u???c???C??.?t?????&,2002(2). ;???S????:??????,???f???E:1982.3,?v?b:??,?F??:??,???B:?????f??,?? ;??????:???????????u???????D?[????,????:????,????(????):?????A???f, ;?A?????F:?[???????????L?????A??g0

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