The Analyses Of The Dynamics Of Context In The Intertextuality In Advertisements

The concept of intertextuality refers to the intertextual relationship between two or more texts. The advertising discourse is not only the combination of various genres and also is implanted into other generic discourses. Therefore, it always is called "parasitic discourse" with a high degree of intertextuality. In view of the popular phenomena in advertising discourses, the thesis draws good lessons from a lot of classic advertisements that have achieved strategy of intertextuality successfully to propose the idea of analysis on the intertextuality in advertisements from the angel of context and the dynamics of context for the purpose of answering why the advertisers are so favor of the intertextuality and make it favourite in advertising design and writing.Collecting materials varying from English print advertisements to video advertisements from five famous international magazines including The Times, The New Yorker, The Atlantic, Magazine, Forbes and ARCGITECTURAL DIGEST and internet, the thesis defines two kinds of intertextuality in advertisements actively, which are generic intertextuality and cultural intertextuality. After inspection of the advertisements, the author divides and classifies the two kinds of intertextuality further. In advertising text, the generic intertextuality is shown as the dominant intertextuality, which is reflected as rhetoric methods consisting of metaphor, pun, quotation, parody and irony; and the generic structural intertextuality. The analysis on the cultural intertextuality is carried out on the basis of three different classes of cultures including traditional culture, pop culture and regional culture. In thesis, the author tries using the relevance theory put forward by Sperber&Wilson as the guiding principle and the concept of cognitive context to analyzing the dynamics of context in intertextuality by showing the construct of context dynamically. All the efforts aim to testify that the using of the relevance theory and the theory of recognitive context could accurately interpret the efficiency and vividness of intertextuality for the transference of information and intention in advertisements.In the thesis, the author finds out that following the trend of global economic integration the advertisements break out the boundary of countries,nations and races. Numerous cross-country advertisements emerge in the sight of the audience, which are products due to the function of cultural context. In the big context, the topic about how the audience are influenced and form the new context in the dynamic process to understand the information and intention transferred by the intertextuality in advertisements is the problem to be considered fully and necessarily in advertising design and text writing and propaganda of cross-country advertisements. And it is also the key for running of the dynamics of context. For the practical discourse being characterized with oneway flowing information and reaching the p urpose of the audience’s understanding and accepting and final realization of economic effect, the audience’s cultural background, traditional custom, religious belief and so on are should be considered in the audience’s shoes by the advertiser. Meanwhile, those are not only parts of the audience’s cognitive context also parts of the cultural context. And the audience’s cognitive context contains the cross-cultural context and is influenced by it as well.The thesis points out that the speculation on the definition of advertisement that is a kind of propaganda to introduce the mass products ando report the service contents or entertainment programs and the like should recognize the typicality of aiming at the mass in advertisements and the service target’s authority. Therefore, the audience’s subjective factor and the objective factor of cultural context should be taken into consideration for the estimate of cognitive context. The thesis emphasizes that the efficient exploitation of strategy of intertextuality in advertising writing should be fully considered. Particularly, in the informational transference of the dominant intertextuality and the recessive intertextuality, the dynamics of context should also be considered. In advertising discourse, the two kinds of intertextuality are not separated from each other or has a clear cut between them but interdependent and interinfluenced and intermingled. The thesis advocates that the advertising creators not only pay attention to the showing of the strategy of intertextuality in advertising texts but also the recessive value of the cultural intertextuality. In this way, the sub-value of culture and taste in advertisements are elevated, which is benefit for enriching the culture of enterprise and improving the image of product. The organic combination of the two kinds of intertextuality is the best reflection of the strategy of intertextuality.