Exploring Intertextuality as Adaptation in Pakistani TV Advertisements

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Abstract

The aim of the present study is to investigate the different aspects of intertextuality as adaptation in Pakistani TV advertisements. The target of advertising companies is to persuade their consumers, so they use different approaches for this purpose and intertextuality is one of them. To investigate the problem the following research question has been designed: Which aspects of intertextuality do the Pakistani TV commercials adapt in order to achieve their intended effects? The research design of the study is qualitative and descriptive. The study consists of eight Pakistani TV advertisements that have been collected from Pakistani TV channels through purposive sampling. The theoretical framework of the study is based on the approach of Intertextuality proposed by Kristeva (1966). The findings showed that the advertisers have created their advertisements by adapting the intertextuality elements of citation, reference, allusion and translation to make them attractive and enticing to get their economic purpose.

Authors

1-Amina Khalid
Lecturer, Department of Linguistics and Communications, University of Management and Technology, Lahore, Punjab, Pakistan.

2-Arshad Ali Khan
Assistant Professor, Department of Linguistics and Communications, University of Management and Technology, Lahore, Punjab, Pakistan.

3-Faiza Abid
Assistant Professor, Department of Linguistics and Communications, University of Management and Technology, Lahore, Punjab, Pakistan.

Keywords

Advertisement, Intertextuality, Adaptation, Consumer, Persuasion, Citation, Reference, Allusion, Translation

DOI Number

10.31703/glr.2019(IV-II).09


Page Nos

59-66

Volume & Issue

IV - II

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Published: Dec 2019

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