Reconceptualization of Intertextuality in Advertisements

This study aims to analyze and understand the new role that the intertextuality has gained in the communicative interactions through advertisements (and through their translations). As a concept that expresses the relations of a text with other texts, intertextuality stands out in advertisement language. In this context, intertextual references, their effects and how they work in audiences’ perception through advertisements will be discussed and by deepening the meaning of intertextuality and by opening new dimensions to the concept, this study will try to portray that the concept ‘intertextuality’ requires reconceptualization in the advertisement world different from literary texts in the sense that advertisements use the concept to lead the audience references to a single point either by visuals or through specially chosen language.