Advertising: Intertextuality in charity advert – A Level Media Studies Eduqas Revision

Intertextuality refers to the relationship between various media texts, where one text references, imitates, or builds upon another.
In charity adverts, intertextuality is often employed to evoke empathy, encouraging audiences to engage and donate.
Be mindful that intertextual references can either be explicit, like directly quoting, or implicit, where you see more subtle nods.
This strategy can strengthen the message of the advert by tapping into pre-existing knowledge and audiences’ emotional responses to the original text.

Visual Reference: Advertisers can use recognisable imagery from popular media to draw parallels between the advert and the original work, deepening the narrative of the campaign.
Sound and Music: The use of popular songs, iconic sound effects, or distinctive dialogue can evoke nostalgia or other emotions linked to the original context.
Genre Borrowing and Parody: By adopting certain genre characteristics or satirising famous works, charity adverts can create a sense of familiarity or share deeper social commentary.

The study of intertextuality requires a grasp of semiotics; the analysis of signs and symbols within the media.
Look out for intertextual cues, such as specific cinematographic techniques, costume choices, laying of props or dialogue that mirror another text.
Consider the significances of these references beyond face value; think about how they enhance or shift the message of the charity campaign.

Intertextuality can make the advert more memorable and engaging, as it resonates with audiences on a deeper, cultural level.
It can also provide commentary or critique on societal issues that align with the mission of the charity.
However, the effectiveness of intertextuality hinges on audience recognition and meaningful interpretation of the reference - cultural and temporal difference could lead to misinterpretation.

Take steps to identify and acknowledge intertextual elements, employing critical analysis to understand their contribution to the advertisement’s overall communication.
Always tie analysis back to larger issues, such as the mission of the charity, socio-cultural contexts, and potential societal impacts.
Reflection should also encompass how these intertextual strategies cater to different target audiences, impact their response, and support the charity’s objectives.