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The term intertextuality that was explained to you earlier is referred to texts that refer
to other texts. By understanding the point of reference or what the text you are
reading is referring to, the reader understands the text better.
Intertextuality is not just referring to texts, but it is seen in advertising as well, where
one advertisement is referring to another advertisement. Another type of advertising
intertextuality, which is very common, occurs when advertisement refers to social or
cultural contexts the ad is placed in. Therefore, the ad can be placed in various
contexts, such as social, cultural or advertising contexts.
A famous intertextual example of placing the ad in the cultural and brand contexts is
seen in the Absolut vodka ads. This one asks the viewer to use what they already
know about the brand or based on their knowledge of Absolut vodka’s
advertisements. The viewer is used to searching for the bottle somewhere in the ad.
Part 2
When the viewer spots the bottle and understands the social or cultural contexts of
the specific Absolut advertisement, he/she feels a certain sense of accomplishment
for understanding the ad.
Not all intertextual advertisements are obvious to the viewer. They are not easy to
comprehend, but sometimes people see an intertextual context even if it wasn’t
planned to be intertextual. I don’t know for certain if the next example was planned to
be intertextual, or in other words that the ad was referring to another ad in the same
industry as part of the plan.
Part 3
I was subconsciously comparing the two ads because they are both brands of
whiskey and the male protagonists are walking and narrating the story (Johnny
Walker) or the lack of it (Southern Comfort).
It is not critical for comprehending and enjoying the Southern Comfort ad, that you
have seen the Johnny Walker ad, but it makes you smile even more at the simplicity
and the lack of story.
While the Johnny Walker ad tells you the whole history of the brand in just 6 minutes
through absolutely brilliant copy, starring Robert Carlyle, the Southern Comfort ad,
on the other hand, doesn’t have such a brilliant copy and it doesn’t narrate anything
about the brand verbally. Despite the lack of narrative, you get a very good feeling of
the brand.