INTERTEXTUALITY IN ADVERTISING CONTEXT

Abstract: Intertextuality, a concept introduced by Julia Kristeva in the late 1960s, plays a crucial role in the study of advertising discourse. Rooted in the theories of Mikhail Bakhtin, intertextuality extends beyond linguistic structures to encompass historical, social, and cultural dimensions, creating a complex network of textual relationships. Advertising, as a relatively modern discourse, exhibits intertextuality through the appropriation of literary, cultural, and previously established advertising texts. Gerard Genette’s framework of transtextuality categorizes intertextual relations into five types: intertextuality, metatextuality, hypertextuality, architextuality, and paratext. Advertising discourse operates across syntactic, semantic, and rhetorical levels. At the syntactic level, advertisements often employ narrative structures such as the rescue model, paradox model, riddle model, and singularity model, which draw upon archetypal storytelling traditions. Semantically, advertising fosters an ameliorative transition from non-knowledge to knowledge and constructs a persuasive naming and action framework. Rhetorically, advertising integrates both visual and linguistic elements, utilizing figures of speech such as polysemy, antonymy, and word composition to enhance meaning and engagement.