Intertextuality

Intertextuality is one of those things that I kind of noticed, but it is really cool to be able to understand the whole theory. Now I notice intertextuality everywhere, and how much advertising takes advantage of it. One commercial I found that had great examples of intertextuality was this Pepsi commercial.



This commercial has great examples of vertical intertextuality. The most obvious is the the connection with the music industry. This commercial features Britney Spears, Pink, Beyonce, and even Enrique Iglesias. Not only do they use one celebrity endorser, but four. They even have the three girl musical artists flaunting their talent. Another example of vertical intertextuality is the roman colosseum setting. The rounded auditorium seating with the higher seperate emperor and the fighting warriors below are all reminiscent of the Roman Empire Colosseum gladiator shows. This Roman Empire setting is also reminiscent of movies such as "Gladiator," and "Spartacus," which is also vertical intertextuality. The use of the song "We Will Rock You," is another example of vertical intertextuality to the music industry. The use of this song is also an example of vertical textuality for me because it reminds me of Friday night high school football when the crowd would make the same beat and sing the "We Will Rock You" song together to cheer on the team.

This is one example of intertextuality out of thousands that fill the advertising world.