Post 4: Intertextuality

Figure 1: Absolut Ad 

Questions:

1. In your own words, explain Intertextuality.

2. What is the evidence of intertextuality in these ads?

3. What is the message behind the ads?

Answer:

1. Intertextuality 

My understanding of intertextuality is that it is something in a text that is shaped by another text. text in this matter could represent film, book, a play, song or advertisement. Intertextuality is something that we cannot escape as it is how language works. All language reaches back and is informed by how it was used in the past. Intertextual references can point to genre conventions, cultural context, text influence or historical context. Intertextual manifest itself as an object, people or situations explicitly meant to trigger an emotional response. For example, Stranger Things, The Netflix series about a group of kids discovering extraterrestrials and superhuman is an example of intertextuality in which they reference hit 80s movies like E.T, Carrie, Stand by me, Alien, Poltergeist and more. 

To simply justify the meaning, Intertextuality is when one text marks a reference to the other either directly or indirectly. Intertextuality is used for a various reason, sometimes to pay an homage, as a parody, an easter egg or simply to borrow meaning from original text. Implementing intertextuality simplify the process of decoding message intended by the audience as it is familiar. 

2. Evidence of intertextuality in the Ad (Figure 1)

Intertextuality is presented through the Absolut Vodka ad (figure 1). Absolut Vodka is a famous brand that has a signature bottle shape. In the ad (Figure 1) there’s no direct representation of a typical alcohol ad where the alcohol is seen or behavior suggests otherwise. At a glance, The Ad looks like another attractive ad with simple yet eye-catching visuals. Looking at it closely, the audience will start to realize that the visuals aren’t normal as there are an indirect shape of the product’s bottle and the usage of similar fonts as the logo for the headline. The visuals mimic the shape of the bottle in different ways. The first is used as a camouflage to the building, the second is in between the forks, and the third being the water in between the boats. Figure 2 is a visual explanation to support my answer. Other evidence that suggests that the ad is a promotional material for Absolut Vodka is the usage of the fonts for the headlines which is similar to the font used for the logo. Moreover, The headlines begin with "Absolut" which clearly states that the ad is by the brand Absolut Vodka. Using intertextuality in the ad is brilliant as it engages with the anticipation of the audience. 

The audience is aware of the shape of the bottle as it is significant to the brand. The brand Absolut is well established and is known by many. Hence, the intertextuality implemented is successful in delivering the message intended by the brand. Though the ad is simple and has little information, the audience manage to interpret it as the intertextuality implemented is suitable.

Figure 2: Visualising the bottle through the ad 

3. The Message behind the Ad (Figure 1)

The message implemented by the brand is that, Absolut Vodka is available in the country stated. In the example given is Amsterdam, France and Bangkok. It also sends the message that despite any conditions, drink Absolut Vodka. Alcohol is seen as a substance that are not suitable to be advertise as it prompts reckless behaviour. By implementing intertextuality and indirect visual in the ad, the brand manages to be ethical and promote the product without causing controversy that could result in more damage than good.