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Part of
Bonding through Context: Language and interactional alignment in Japanese situated discourse
Edited by Risako Ide and Kaori Hata
[Pragmatics & Beyond New Series 314] 2020
► pp. 265–281

Chapter 12
Intertextuality in Japanese advertising

The semiotics of shared narrative

| Portland State University
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.
Keywords: Japanese advertising, semiotics, intertextuality, word play
Article outline
  • 1.Introduction
  • 2.Intertextuality in advertising
  • 3.Conclusion
  • Acknowledgements
  • Note
  • References
Published online: 3 December 2020
DOI logo
https://doi.org/10.1075/pbns.314.12wet
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Cited by (1)

Cited by one other publication

Selemeneva, O. A.
2022. Intertextuality in Native Advertising of International Glossy Magazines (of Tatler Magazine). Nauchnyi dialog 11:2 ► pp. 239 ff. DOI logo

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