Abstract

The concept of intertextuality was originally derived from literary criticism and literary research. In result of the development of its theory and the particularity of advertising language, intertextuality is becoming more and more common in advertising discourse. 

This paper begins with a brief introduction of intertextuality, and then applies intertextuality into Chinese and English advertising discourses. Through specific examples we have found that intertextuality in advertising language is a method of adding meaning related to the product on the basis of the original word meaning, mix the original word meaning and the new meaning of the product together ingeniously, supplement each other and increase the amount of semantic information, narrow the distance between products and consumers, so as to achieve the purpose of promotion. With the application of intertextuality,the advertisement may give a concise, implicative, witty, rich sense of beauty to people, which has an aesthetic feeling and effect of advertising to attract the gaze of the audience and make the ad itself easy to be remembered.

Key words: intertextuality; advertising language; discourse analysis

Contents

摘要

Abstract

Chapter One: Introduction  05

1.1 The Background of the Research05

1.2 The Purpose and the Structure of the Research05

Chapter Two: Literature Review  06

2.1 Studies on Advertising 06

2.11 Studies on Advertising at Home 06

2.12 Studies on Advertising Abroad06

2.2 Studies on Intertextuality07

2.21 The Definition of Intertextuality07

2.22 Studies on Intertextuality Abroad and at Home08

Chapter Three: Applications of Intertextuality in English Advertisement  10

3.1 In Public Service Advertisement10

3.2 In Cosmetic Advertisement10

3.3 In Food Advertisement11

Chapter Four: Applications of Intertextuality in Chinese Advertisement  12

4.1 In Public Service Advertisement12

4.2 In Cosmetic Advertisement13

4.3 In Food Advertisement14

Chapter Five: Advertising Effects  16

5. 1 Attracting Attention16

5.2 Making Advertisements Brief17

5.3 Making Advertisements Aesthetic17

Chapter Six: Conclusion19

6.1 Major Findings of the Research19

6.2 Limitations of the Research and Suggestions for Further Research 19

References21

Acknowledgements  22