Conference Portal, 2019 International Conference on English Language and Culture

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Intertextuality in Television Commercials: A Multi-Model Analysis
Muhammed Badea' Ahmed, Sara Muhammed Abdullah

Last modified: 2020-02-28


In recent years, the concept of intertextuality has become one of the important areas in modern linguistic studies. The current study tackles the concept of intertextuality in one of the prominent genres in all contemporary societies. It attempts to investigate intertextuality in advertising context from discoursal point of view taking into account the fact that intertextuality depends on the relationship between texts and their context. The study applies multi-modal discourse analysis to some television commercials. It includes analysis of both textual and visual modes drawing on multi-modal discourse analysis. The main problem in such a contemporary study is investigating how the text is deployed within the visual image to convey meaning, which in turn affects the process of communication. The study aims at showing how certain texts are related to other texts to make meaningful wholes; illustrating the techniques of intertextuality used by advertisers and why they use them; investigating the different international elements used in TV advertisements linguistically and visually. The study hypothesizes that the meaning of the prior texts is changeable depending on the new context in which the text is used; viewers/ readers use and refer to previous texts inside their new texts directly or indirectly, and text analysis alone could not fully identify the subject matter of the advertisement. The study concludes that, in all multimodal texts, as in advertisements, all the specific modes such as linguistic and visual can have their respective intertextuality since they coexist together there is always a chance of intertextuality between two different modes. TV advertisements have double messages: The visual and the textual ones. These messages have cross-cultural implications.


Allusion; Citation; Intertextuality; Media intertextuality; Parody; Television commercials

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