Edited by Risako Ide and Kaori Hata
[Pragmatics & Beyond New Series 314] 2020
► pp. 265–281
Chapter 12Intertextuality in Japanese
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.
- 2.Intertextuality in advertising