Exploring intertextuality: Young people reading alcohol advertising

Abstract

This paper explores the use of intertextuality in advertising texts. It identifies that there are two distinctive methods of researching meanings found in and around advertisements. The two methods are textual strategy and interpretive practice. The results of a phenomenological study of the interpretive practices are shown. The empirical study was completed with young people from the United Kingdom who used interpretive practices to form meaning from an alcohol advertisement. The study reveals that young audiences draw on intertexts, from a very wide variety of sources, both in and around themselves. There are, however, common intertextual themes. The intertextual themes will be categorised into taxonomies for analysis, which extends the current process for analysing advertisements.

Do glamour, self-sexualisation and scopophilia influence celebrity endorsement?

“…In addition, through the questions in Table IV, respondents made a self-evaluation of the importance level of scopophilia (one item based on the definition of Soukup, 2009), self-sexualization (three item generated from the definition of Coy and Garner, 2010) and glamour (four item based also in the definition of Coy and Garner, 2010). In step 3, this evaluation was complemented with a qualitative content analysis of the ads/endorser using an interpretative approach (Kenyon, 2006). The endorser awareness was also confirmed (celebrity vs unknown endorser/consumer). Finally, in step 4, the respondent’s response towards the print ad was assessed by the following measures using five-points Likert scales: (Aad), attitude towards the product, (Ab), Purchase Intention (PI), brand glamour, brand reputation, consumer-brand self-congruence, brand image and WTP (in euros).…”

“…In step 3, this evaluation was complemented with a qualitative content analysis of the ads/endorser using an interpretative approach (Kenyon, 2006). The endorser awareness was also confirmed (celebrity vs unknown endorser/consumer).…”