电视广告的互文性现象探究

摘要

In broader sense,intextuality not only exists in the field of literature,but also in the field of television advertisements.In this paper,the author elaborates the intertextuality of TV advertisements—the well-known intertextuality,intertextuality of the media and culture intertextuality.%互文性是文学领域的重要概念,但也广泛存在于电视广告领域之中。本文依次考察了电视广告的名人互文性、媒介互文性以及文化互文性,其中着重考察了电视的媒介互文性,指出成功的电视广告都是充分利用互文性,来达到吸引受众的目的。