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Chapter 12. Intertextuality in Japanese advertising

The semiotics of shared narrative

Abstract

Intertextuality, particularly word play, is a common feature of Japanese advertising. This article argues that intertextuality is a mechanism for accomplishing the ultimate goal of marketers – to bond with consumers. Reference to texts that consumers know creates an insider narrative space; consumers share this space by virtue of being “in on” the reference. Intertextual references are accompanied by additional text and visual signs (colors, natural phenomena associated with the seasons) that amplify and diffuse the message. Ultimately, the marketer’s world merges with the consumer’s through the medium of advertising.

Abstract

Intertextuality, particularly word play, is a common feature of Japanese advertising. This article argues that intertextuality is a mechanism for accomplishing the ultimate goal of marketers – to bond with consumers. Reference to texts that consumers know creates an insider narrative space; consumers share this space by virtue of being “in on” the reference. Intertextual references are accompanied by additional text and visual signs (colors, natural phenomena associated with the seasons) that amplify and diffuse the message. Ultimately, the marketer’s world merges with the consumer’s through the medium of advertising.

Kapitel in diesem Buch

  1. Prelim pages i
  2. Table of contents v
  3. Introduction 1
  4. Section I. Bonding and stance-taking in creating relationships
  5. Chapter 1. Shifting bonds in suspect interrogations 17
  6. Chapter 2. Reported thought, narrative positioning, and emotional expression in Japanese public speaking narratives 39
  7. Chapter 3. The discursive construction of husband and wife bonding 61
  8. Section II. The tactics and haggling of bonding/un-bonding
  9. Chapter 4. Bonded but un-bonded 85
  10. Chapter 5. Social consequences of common ground in the act of bonding 105
  11. Chapter 6. Confronting the EU referendum as immigrants 123
  12. Section III. Bonding through embodied practices
  13. Chapter 7. Familial bonding 147
  14. Chapter 8. Micro-bonding moments 173
  15. Chapter 9. Creating interactional bonds during theatrical rehearsals 197
  16. Section IV. Performing bonding through indexicality and intertextuality
  17. Chapter 10. Getting to the point 217
  18. Chapter 11. Playful naming in playful framing 239
  19. Chapter 12. Intertextuality in Japanese advertising 265
  20. List of contributors 283
  21. Author Index 287
  22. Subject Index 289
Bonding through Context
Ein Kapitel aus dem Buch Bonding through Context
https://doi.org/10.1075/pbns.314.12wet

Kapitel in diesem Buch

  1. Prelim pages i
  2. Table of contents v
  3. Introduction 1
  4. Section I. Bonding and stance-taking in creating relationships
  5. Chapter 1. Shifting bonds in suspect interrogations 17
  6. Chapter 2. Reported thought, narrative positioning, and emotional expression in Japanese public speaking narratives 39
  7. Chapter 3. The discursive construction of husband and wife bonding 61
  8. Section II. The tactics and haggling of bonding/un-bonding
  9. Chapter 4. Bonded but un-bonded 85
  10. Chapter 5. Social consequences of common ground in the act of bonding 105
  11. Chapter 6. Confronting the EU referendum as immigrants 123
  12. Section III. Bonding through embodied practices
  13. Chapter 7. Familial bonding 147
  14. Chapter 8. Micro-bonding moments 173
  15. Chapter 9. Creating interactional bonds during theatrical rehearsals 197
  16. Section IV. Performing bonding through indexicality and intertextuality
  17. Chapter 10. Getting to the point 217
  18. Chapter 11. Playful naming in playful framing 239
  19. Chapter 12. Intertextuality in Japanese advertising 265
  20. List of contributors 283
  21. Author Index 287
  22. Subject Index 289
Heruntergeladen am 9.5.2026 von https://www.degruyterbrill.com/document/doi/10.1075/pbns.314.12wet/html?lang=de
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