Intertextuality in French advertising

Abstract

In the modern world, the scope of application of intertextual analysis methods is not limited only to artistic discourse. The aesthetics of the Modernist era is reflected in advertising texts. Advertising is within the limits of the message length limit and the requirement of the maximum amount of meaning. Reference to precedent texts allows us to solve this problem. Modern culture is all permeated with quotations, references, hints of various kinds. The purpose of this study is the manifestation of intertextuality in French commercials. There are several levels of information presentation in video ads: text, video sequence and sound. At each of these levels, a reference to a previously known cultural work or phenomenon may appear, thus, we can talk about the interdiscursivity and intericonicity of the advertising message.

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11. The advertising materials are taken from the YouTube video hosting and the website Culturepub.fr. (In French)