Intertextuality and Prestige Advertising: A discursive-semiotic analysis of Australian TV advertisements

Table of Contents

• Introduction
• Foreword
• Structure and objectives
• Aspects of Australian TV advertising
• Principles of TV advertising
• Frequently bought products
• Open or hidden message
• Australia's cultural image
• Multiculturalism and the incorporation of ethnic groups
• The role of Sydney 2000 as prestige marker
• The concept of intertextuality
• The development of intertextuality
• Dimensions and structures of intertextuality
• Vertical intertextuality
• Text and intertext
• The pre-text
• The concept of pre-texts
• The reproduction of pre-texts
• Individual pre-texts
• Referential systems
• Horizontal intertextuality
• The text genre
• Intra-textuality and intra-semioticity
• Semiotic structures in TV advertisements
• Communication processes
• The bi-directional communication process
• The one-way communication process
• Semiotic language
• Visual language
• Semantic properties of an image
• Iconicity and cultural responsiveness
• Indexicality and photographic evidence
• Syntactic properties of an image
• Interaction of semiotic modes
• Text image interaction
• Text image - sound interaction
• The concept of intersemioticity in advertising
• Functions of intertextuality
• Quotation
• The authenticity of quotations
• The transmission of quotations
• The effects of quotation
• Reference
• Allusion
• The mechanics of allusions
• Differentiation of allusions
• Marked and unmarked allusions
• Quotational, titular and onomastic allusions
• Comparative and assimilative allusions
• Analysis of the corpus
• Corpus coverage
• Analytical approach
• Levels of intertextuality in Australian beer ads
• The VB spots
• The Cascade spot
• The Hahn spot
• The Foster's spot
• Evaluation
• Semiotic interaction in competitive airline advertising
• The Ansett spots
• The Qantas spots
• Evaluation
• Celebrity endorsements as intertextuality markers
• The Telstra celebrity campaign
• The Ansett celebrity campaign
• Evaluation

Frequently Asked Questions

What is Intersemioticity in advertising?

It refers to the web of references linking textual, visual, and aural elements within and between different messages.

How is prestige defined in the context of Australian ads?

Prestige relates to the respect given to high-quality products or cultural groups based on positive values like friendliness and national pride.

What are 'national characteristics' in Australian advertising?

Advertisers often reference traits like good humour, sportsmanship, and personal independence to appeal to Australian consumers.

What is the difference between vertical and horizontal intertextuality?

Vertical intertextuality involves references to specific pre-texts, while horizontal intertextuality relates to the conventions of the text genre itself.

How do celebrity endorsements act as intertextual markers?

Celebrities bring their own public 'text' or reputation into an ad, enhancing the product's value through this external reference.

What role did the Sydney 2000 Olympics play in advertising?

The Olympics served as a significant prestige marker, linking products to national success and global recognition.