An Adaptation-based Approach to the Intertextuality of English and Chinese Advertising Texts
|School||Nanjing University of Finance and Economics|
|Course||English Language and Literature|
|Keywords||intertextuality in advertising adaptation theory Meslow’s Hierarchy of Needs Theory adapting model functions of intertextuality|
Good advertising is not only conveying messages, but also penetrating into the mind of the public and giving people confidence and hope. The ad text is an important carrier of advertising messages. The intertextuality in advertising text has aroused great attention of scholars, but most of the researches are concerned with intertextual phenomena and manifestations, the theoretical research is clearly insufficient. This paper will explore the intertextuality in ad texts from the perspective of adaptation theory, considering the social, cultural and cognitive factors on the ad texts when analyzing advertising texts comprehensively.The present thesis employs Verschueren’s adaptation theory to make research on the mechanism of the production and interpretation of the intertextuality in advertising texts. It analyzes the intertextuality in advertising texts and put media intertextuality into the categories based on modern development of society and spreading media, so the thesis classifies the intertextuality into four types, they are the specific intertextuality, cultural intertexutality, generic intertextuality and media intertextuality.And it proposes the adapting-interpretation model of intertextuality in advertising texts, pointing out that the requirement of adaption dominates the creation and the meaning generation of adverting texts. Only adapting to the required factors can the purpose of communication be achieved.The study puts forward that the process of the intertextuality generating in the advertising texts is not stable but dynamic, the advertising should adapt to the contextual and structural elements to realize communicative purposes. During the process of research, the present thesis points out that the advertising producers actively adapt to the target audience’s needs as mentioned by the U.S. Psychologist Meslow’s in his Hierarchy of Needs Theory, and they even create potential needs for the people. The ads producers make adaptation consciously for strong and clear purposes, so the salience of adaptation is obvious and strong; at the same time, the target audience also influences the production of the advertising texts. The present thesis mainly uses qualitative research methods. It is a theoretical research aiming to propose an adapting-interpreting view of intertextuality in advertising text. And the data used for the analysis is mainly about advertising printed domestically and abroad; meanwhile, the thesis also employs a small number of ads from the internet and TV broadcast in order to involve more sources, so that the studies can be more comprehensive, objective and realistic.This study conducts a new theoretical research on the function of intertextuality in advertising texts; meanwhile the thesis may expand the explanatory power of adaptation theory, which may contribute to the creation of advertising texts.