An Intertextual and Multimodal Analysis of Jordanian Arabic Advertisements on Facebook

This study explores the use of intertextuality and multimodality in Jordanian Arabic advertisements on Facebook, analyzing how brands reference existing texts, cultural symbols, and linguistic elements to construct meaning and engage audiences. Drawing on Fairclough’s (1992) intertextuality framework and Machin and Mayr’s (2012) Multimodal Critical Discourse Analysis (MCDA), the study examines how advertisers blend textual and visual elements to shape consumer perception and enhance persuasiveness. The corpus consists of 100 advertisements, of which a representative sample of seven was selected for qualitative analysis. The findings reveal that intertextuality is a key persuasive strategy, with advertisers frequently referencing global brands, cultural symbols, and widely recognized textual conventions, such as warning messages and medical language. Humor and irony emerge as dominant rhetorical techniques, particularly through the subversion of formal discourses to create engaging and memorable advertisements. In addition, multimodality is essential for reinforcing intertextual references. Visual elements work alongside text to clarify meaning, intensify emotional impact, and solidify brand identity. The study concludes that Jordanian Arabic advertisements on Facebook rely on intertextuality and multimodality to entertain, persuade, and connect with audiences. However, the effectiveness of these strategies depends on the audience’s familiarity with the referenced texts and cultural symbols.