AbstractThe 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.
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.
KeywordsAdvertisement, Intertextuality, Adaptation, Consumer, Persuasion, Citation, Reference, Allusion, Translation
Volume & IssueIV - II