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EXPLORING INTERTEXTUALITY AS ADAPTATION IN PAKISTANI TV ADVERTISEMENTS

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09 Pages : 59-66

http://dx.doi.org/10.31703/glr.2019(IV-II).09      10.31703/glr.2019(IV-II).09      Published : Jun 2019

Exploring Intertextuality as Adaptation in Pakistani TV Advertisements

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.

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

    (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.
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Cite this article

APA

CHICAGO

    CHICAGO : Khalid, Amina, Arshad Ali Khan, and Faiza Abid. 2019. "Exploring Intertextuality as Adaptation in Pakistani TV Advertisements." Global Language Review, IV (II): 59-66 doi: 10.31703/glr.2019(IV-II).09

HARVARD

    HARVARD : KHALID, A., KHAN, A. A. & ABID, F. 2019. Exploring Intertextuality as Adaptation in Pakistani TV Advertisements. Global Language Review, IV, 59-66.

MHRA

    MHRA : Khalid, Amina, Arshad Ali Khan, and Faiza Abid. 2019. "Exploring Intertextuality as Adaptation in Pakistani TV Advertisements." Global Language Review, IV: 59-66

MLA

    MLA : Khalid, Amina, Arshad Ali Khan, and Faiza Abid. "Exploring Intertextuality as Adaptation in Pakistani TV Advertisements." Global Language Review, IV.II (2019): 59-66 Print.

OXFORD

    OXFORD : Khalid, Amina, Khan, Arshad Ali, and Abid, Faiza (2019), "Exploring Intertextuality as Adaptation in Pakistani TV Advertisements", Global Language Review, IV (II), 59-66

TURABIAN

    TURABIAN : Khalid, Amina, Arshad Ali Khan, and Faiza Abid. "Exploring Intertextuality as Adaptation in Pakistani TV Advertisements." Global Language Review IV, no. II (2019): 59-66. https://doi.org/10.31703/glr.2019(IV-II).09