Preview
Preview

Intertextual Analysis of Rhetorical Devices in Advertising Essay

:: 24 Works Cited
Length: 1895 words (5.4 double-spaced pages)
Rating: Blue      
Open Document
Need writing help? Check your paper »



- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Introduction
Advertising is a prominent genre in virtually all contemporary societies. It is closely connected with social economy, enterprise development, market exploitation, foreign trade and people’s daily life. It is ubiquitous and widely disseminated through newspapers, magazines, journals, television, radios, posters, etc. We may be often annoyed by advertisements, however, sometimes we may find them exceedingly useful. Anyway, advertisements have played and are playing an important role in this commercial era.
To persuade the consumers to purchase the commodity, to make people remember its brand, or to persuade them to watch or do something, the advertisements must possess the selling power--- the desire of purchasing the commodity; and the advertisements need have the merit --- memory value, which refers to the effect of the advertisements that can impress the consumers a lot and make them remind of the good qualities and advantages of the promoted product. In other words, the successful advertisements must catch the consumers’ eyes with the attention value and readability. Thus, the advertisers usually adopt various strategies to achieve this. The intertextual techniques are what a lot of advertisers prefer to use. The application of intertextuality in advertising can skillfully hint the quality of the promoted product, stimulate the readers to think about the things related to the product and shorten the distance between the product and the readers.
Intertextuality means a web of interdependence in which the interpretation of each text relies on other texts. Texts in advertising are viewed as lacking in any kind of independent meaning. So far, there are a lot of research to discuss the forms and functions of inter...


... middle of paper ...


...Reader. Cambridge: Cambridge University Press.

Kristeva, J. (1969). Semiotics. Paris: Seuil, 69.

Kristeva. J. (1980). Desire in Language: A Semiotics Approach to Literature and Art. New York: Columbia University Press.

Li Yangwei. (2008). On Intertextuality in Advertisements---From the Perspective of Memetics. Unpublished MA.Thesis. Guangdong: Guangdong Foreign Languages University.

Shenghuan Xu. (2005). The Study on Memes and Intertextuality in Literary Works. The Journal of Jinan University, (1): 59-67.

Xin Bin. (2000). Intertextuality from a Critical Perspective. Suzhou: Suzhou University Press..

Xiong Xiaocan. (2007). Exploring Intertextuality in Commercial Advertisements---A Memetics Approach. Unpublished MA. Thesis. Chongqing: Southwest University.

Yang Quanhong. (1997). The Study on the English Translation. China’s Translation of Technology, (1): 20-23.


Click the button above to view the complete essay, speech, term paper, or research paper

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »







This essay is 100% guaranteed.


Title Length Color Rating  
Rhetorical Devices in Mark Antony’s Funerary Speech from Shakespeare’s Julius Caesar - While giving speeches, people use certain rhetorical devices with the intention of obtaining a certain outcome. In Shakespeare’s Julius Caesar, Mark Antony stands on the capitol steps, addressing Rome’s countrymen. He speaks on the demerits of Brutus on March 15, 44 B.C. at the capitol building in Rome, just after Brutus assassinated a beloved ruler. In his speech, Antony urges the Romans to recognize Julius Caesar’s merits and Brutus and the conspirator’s immoral act, all while adopting the persona of an emotional friend of the people....   [tags: Rhetorical Analysis]
:: 1 Works Cited
918 words
(2.6 pages)
Strong Essays [preview]
Essay on Rhetorical Devices and Ambiguity - Rhetorical devices are used in almost everything that we read, watch, or listen to. Literary Devices (2014) defines rhetoric as “Rhetoric is technique of using language effectively and persuasively in spoken or written form. It is an art of discourse, which studies and employs various methods to convince, influence or please an audience” (para. 1). While the history of rhetoric dates back to ancient Greece and was reserved to be used by only noble people today we see it used everywhere. Some of the more common rhetorical devices that are used today include oxymoron, sarcasm, irony, and contradiction....   [tags: language, discourse, pathos]
:: 6 Works Cited
858 words
(2.5 pages)
Better Essays [preview]
The Evolution of Advertising and its Impact in the Modern Day Essay - Advertising has been an essential facet of marketing for as long as human civilization and interaction occurring between 90,000 BCE – 60,000 BCE. It is human nature to advertise oneself or to expose certain aspects of one's life that create an image of how that person would prefer to be perceived by their community and peers. Advertising generally involves the promotion – and many times an exaggeration – of the positive aspects along with the cloaking of negative attributes related to the particular item in question....   [tags: Advertising ]
:: 6 Works Cited
1725 words
(4.9 pages)
Powerful Essays [preview]
The Evolution of Advertising and its Impact in the Modern Day Essay - Advertising has been an essential facet of marketing for as long as there have been human civilization and interaction. It is human nature to “advertise” oneself or to expose certain aspects of ones life that create an image or facade of how that person would prefer to be perceived by their community and peers. Advertising generally involves the promotion – and many times an exaggeration – of the positive aspects and the cloaking of negative attributes related to the particular item in question....   [tags: Advertising ]
:: 1 Works Cited
1654 words
(4.7 pages)
Powerful Essays [preview]
The Impact of Advertising and T.V. Programming Essay - The Impact of Advertising and T.V. programming Advertising has numerous of definitions. Many advertisers attempt to corral the public in order to entice them to buy their products. However, convincing consumers to purchase a particular brand is not an easy task. Therefore, there are several techniques to reach mass of people and appeal to them. Some of these techniques are facts and figures used to prove the superiority of a product, for example a car company references the amount of time it takes their car to get from 0 to 100 kilometer per hour....   [tags: Advertising]
:: 6 Works Cited
1557 words
(4.4 pages)
Powerful Essays [preview]
History of Technology Use in Advertising Essay - Introduction: Chapter 1 1.1 Why is it important to ask this question. It is sometimes easy for consumers and advertisers to forget, but advertising involves a whole ecosystem of creativity, copywriter and art director, planners and Creative Directors, affiliates of the brand, via a plethora of other professionals – and professions – in order for an idea to come to life and hit our TV screens, radio waves, and any other medium available. With a perpetual flux of new technologies, media and ways to market brands, it becomes increasingly important for Creatives to understand their impact on the ways they can affect, and enhance, the creative process in advertising....   [tags: Advertising]
:: 10 Works Cited
3410 words
(9.7 pages)
Term Papers [preview]
On Religion: Rhetorical Devices Essay - on Religion: Rhetorical Devices In Twilight of the Idols Nietzsche discusses his views on Christianity, other philosophers, and authors of his time. Nietzsche’s main focus, however, is on Christianity and how its actions and views are means to an end. He uses eloquent diction that sometimes loses the reader (he makes up for his articulate word usage with elementary sentences which describe his views very efficiently) along with syntax which is very informal - for the time - to describe his views on subjects quite exquisitely....   [tags: English Literature Essays] 930 words
(2.7 pages)
Strong Essays [preview]
How to Perform Rhetorical Analysis Essay - How to Perform Rhetorical Analysis Becoming a critical reader means learning to recognize audiences, writers, points of view and purposes, and to evaluate arguments. In addition to the rhetorical triangle, structure of an argument, and rhetorical appeals, you should look at the following devices used by authors when performing critical analysis. Keep in mind too that these are only some of the devices, and that authors may use other rhetorical devices as well. Word choice Denotative language....   [tags: Rhetorical Analysis Essays] 503 words
(1.4 pages)
Strong Essays [preview]
Poetry Intertextual Essay - Poetry Intertextual The anthology “Lines to Time” includes a wide range of poems written by a selection of poets. What makes “Line to Time” interesting and enjoyable to read is the variety of topic and treatment the poets use to make their poetry effective. The range of poets featured in “Lines to Time” use a variety of poetic devices and writer’s techniques such as symbolism, imagery, alliteration, onomatopoeia, tone, metaphors and humour, to effectively construct an evocative poem. Symbolism and imagery plays a large role in Gwen Harwood’s poems “Suburban Sonnet”, “ Suburban Sonnet: Boxing Day” and “Father and Child”....   [tags: English Literature Essays] 2374 words
(6.8 pages)
Strong Essays [preview]
Advertising Essays - Advertising Works Cited Missing "Advertising has developed and supported great industries, bulwarked-"or increased- "entire economies, and changed a sufficient number of human habits" (Wood 3). Like that paragraph says, advertising affects people in what they do and how they do it. It has affected the Kleenex company, the Nylon manufacturers and a company of a new type of car, the Tucker Corporation, from the 1940’s. Advertising has changed due to these people by their ways of making people notice their product....   [tags: business Marketing Advertisisng Essays] 1889 words
(5.4 pages)
Strong Essays [preview]