A discourse-analytical approach to intertextual advertisements: a model to describe a dominant world-view

Abstract

The intertextual messages in advertising discourse can be regarded as generally-accepted shared knowledge between the marketer (sender) and the target market which is based on a certain dominant world-view. In order to determine the intertextual domains regarded as general knowledge, a randomly selected sample of 200 intertextual advertisements from the print media in Afrikaans, English and Dutch was gathered. These examples were qualitatively tested for their acceptability by means of the criteria established by Harty (1985). The following hypernorms which describe our world were identified in this corpus of 200 advertisements based on the recurring intertextual domains and texts assumed as general knowledge by copy-writers. This includes that there are no subject taboos; physical appearance is important; health and fitness are important; life is depicted as leisure and work should be avoided; a distinction is made between women as sex symbols and emancipated women; men and women in society have new roles to play; we have national stereotypes of certain cultural groups; people from the entertainment world are as much part of our lives as family and friends; caring for the environment and animals is important; we have a materialistic and visual approach to life; sensitivity for minority groups (the deaf, disabled, etc.) is important; globalisation is a fact and our life and language are dictated by technology.