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Postmodern Advertising and Intertextuality
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Postmodern Advertising: Intertextuality
Starter:
Plenary & Homework:
- Can you think of two ways in which the Guinness surfer advert could be seen to be linked to the product?
- Write a definition of what you understand to be the meaning of "intertextuality"
If you were marking your own PEEL paras what advice would you give yourself?
HW: Find an example of an advert from the last two years that uses intertextuality.
Intertextuality
Comparing paras...
- Intertextuality is the practice of creating meaning through the referencing of other texts.
- With intertextuality the meaning of a new text may be dependent on the reader's knowledge of the ‘referenced’ text. E.g. If an advert is intertextually referencing a film, the meaning and/or humour of the ad may only be understood and appreciated if viewers are familiar with the film.
- Identify one thing that your partner has done well.
- Identify one way they could improve their para.
- Amalgamate your ideas to create one uber para.
L.O: To create a PEEL para that explores the intertextual features of an advert.
iPhone 5
PEEL Para
P: The advert for The Sun newspaper (2009) can be considered to be postmodern because...
E:
E:
L:
The Sun 2009
Types of intertextuality
Besides intergeneric intertextual references (i.e. references to media genres other than advertising), advertisements can also contain intrageneric references, such as references to other particular advertisements, or to more general advertising clichés, codes, or routinised strategies (Cook 2001). In both inter- and intrageneric intertextuality, pastiche, parody, and humour often feature prominently.
Success Criteria?
What will a successful PEEL para include?
(Three components in the OCR marks scheme)
Read the handout and highlight in different colours the answers to the following questions...
- Why, according to Goldman and Papson, have audiences grown weary of advertising?
- Why do intertextual adverts appeal to audiences? (look for three reasons)
- What are considered to be the benefits for advertisers?