Advertising relies on our ability to reference other texts as a way to communicate complicated messages in a minute or less. A good example is the 1984 commercial for Macintosh.
Is anything original?
- Intertextuality throws into question the idea of authorship.
- The writer of a text or the auteur of a movie is seen as as more of an orchestrator of what Roland Barthes refers to as the “already-written” rather than as its originator (Barthes 1974, 21).
- “A text is … a multidimensional space in which a variety of writings, none of them original, blend and clash,” Barthes writes. “The text is a tissue of quotations.”
- The cynic might say that everything is derivative.
- Advertising guru Tony Schwartz explains it as seeking the responsive chord in the audience.
- Intertextuality is related to the idea of audiences negotiating meaning.