Chapter 12
Intertextuality in Japanese
advertising
The semiotics of shared
narrative
Intertextuality,
particularly word play, is a common feature of
Japanese advertising. This article argues that
intertextuality is a mechanism for accomplishing
the ultimate goal of marketers – to bond with
consumers. Reference to texts that consumers know
creates an insider narrative space; consumers
share this space by virtue of being “in on” the
reference. Intertextual references are accompanied
by additional text and visual signs (colors,
natural phenomena associated with the seasons)
that amplify and diffuse the message. Ultimately,
the marketer’s world merges with the consumer’s
through the medium of advertising.
Article outline
- 1.Introduction
- 2.Intertextuality in advertising
- 3.Conclusion
-
Acknowledgements
-
Note
-
References
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