Intertextuality in charity advert

Understanding Intertextuality in Charity Advertising

  • Intertextuality is the shaping of a text’s meaning by another text. It is an effective method used in charity advertising to create emotional impact and connectivity.

  • Ads often use inter-textual references to films, music, news events, or other popular culture items to gain audience attention and provide a familiar context.

  • Intertextuality also aids in message comprehension. By borrowing ideas from already existing texts, the understanding of the message becomes quicker and easier for the audience.

Techniques of Intertextuality

  • Quoting or Parodying: This involves showcasing a twist on famous scenes, quotes, or characters in the ads. It can provide comedic relief or instantly create a narrative.

  • Allusion: Alluding to popular figures, texts, or historical events can add depth to the message. It’s an indirect reference that relies on audience knowledge to understand the connection.

  • Homage: Ads paying homage to a specific genre, style, or artist can position the charity as creative and knowledgeable, hence building credibility for the charity itself.

Effects of Intertextuality

  • Through intertextuality, advertisers can create strong emotional responses, triggering potential donors’ empathy and generosity by relating the situation to something familiar.

  • Adverts can also use intertextuality to challenge pre-existing notions. Referencing common stereotypes but presenting them in a different light can create a powerful impression and prompt rethinking.

Ethical Considerations and Challenges of Intertextuality

  • While intertextuality can make advertisements more engaging, it also brings ethical considerations. It should be ensured that the use of another’s work does not cross into plagiarism.

  • Some adverts may risk alienation. If the audience fails to understand the reference, it can lead to confusion or exclusion, which defeats the ad’s primary purpose.

Make sure to actively evaluate charity advertisements for instances of intertextuality. Consider the effectiveness of these strategies and any ethical implications that they might prompt.