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【Abstract】This paper selects two texts of the same genre， one in Chinese and one in English， and compare their realizations of intertextuality. Besides， the similar and different points are analyzed. Eventually， some possible reasons for these equalities and diversities are presented.
【Key words】Realizations of Intertextuality； Video Advertisements； Equalities and Diversities
1. Introduction
Advertising text is a kind of communicative action， which aims at a certain social function and purpose， happening in a specific social cultural context. Because of its openness and inclusion， the characteristic of intertextuality is particularly prominent. Besides， more analysis on video advertisement catches up with the rapid development of dynamic media in society. Advertisements in video type and their realizations of intertextuality will be the object of the study.
This paper chooses two entries of video advertisements on the same topic to analyze their realization of intertextuality. It is found that various methods are used such as imitation， irony and pun， which is the main common point in the Chinese and English versions. However， different cultural backgrounds lead to their diversity in intertextuality. All these analyses are significant for international promotion.
2. Intertextuality and its Applications
Intertextuality is a notion advanced by Julia Kristeva in the 1960s. She proposed that “any text is constructed of a mosaic of quotations； any text is the absorption and transformation of another...”（Kristeva， 1980）. The concept of intertexuality points to the productivity of texts， to how texts can transform prior texts and restructure existing conventions （genres， discourses） to generate new ones. Intertextuality is basically defined as texts in relation to other texts. There is a continual “dialogue” between the text given and other texts that exist outside it （Wales， 1997）. As Hatim and Mason said in 2001 that every text is constructed as a mosaic of citations； every text is an absorption and transformation of other texts. Indeed， it is seen to be a necessary requirement for successful communication since a text is always in a “dialogue” with other texts. Other scholars such as Bakhtin， Roland Barthes， Fairclough， Jacques Derrida and Don Fowler etc. all hold similar opinions despite of some distinguishing perspectives or methods.
Hartman （1981） depicts intertextuality as a tricky and seductive form of inclusion. Then a type of transtextuality is related to hypertextuality in Gerard Genette’ Palimpsests （1977）. He thought that intertextuality is a relationship of copresence between two texts or among several texts. The Chinese scholar， Huang Lijun pointed out that texts can never be understood or analyzed in isolation and they can only be understood in relation to webs of other texts and in relation to the social context. And according to Lin Wei and Yang Yuchen’s English Discourse Analysis in 2007， there are four main methods to realize the intertextuality of a discourse， namely imitation， plagiarism， parody and irony. Then some more specific ways in these four methods could be distinguished from each other.
The applications of intertextuality involve fiction and nonfiction genres. While advertisements have been talked about for many years， for instance commercial and public advertisements， most of them are limited by the static printed types. Concerning the rapid development of dynamic video media， it is necessary to take a much broader sense of dialogue and it is badly needed to analyze video advertisements as this paper will try in the following parts.
3. Data for Analysis
This paper chooses two entries of video advertisements as the samples to analyze. They deal with the same topic of proposing carbonated drink， respectively Sprite （雪碧） in Chinese and Pepsi （百事） in English. The video versions are downloaded from the internet at around 20：19 on 15th December， 2012 by the program iTudou.
Using scenes to “speak” is the main characteristic of video advertisement and also there are some significant lines to point out the main idea. Intertextuality is applied in these scenes and lines. In this part the most important lines will be collected as data and those scenes and analysis will be given in the forth part.
[Ad of Sprite in Chinese]
透心凉 心飞扬
By 林俊杰，Se7en，何洁
嘟～～～嘟～～～
林：融入冰的海洋，自由的舒畅的奔放的冰凉感觉，真的，学什么热辣！
林/何：来就让我们一起寻找清凉的方向！
Se7en：我不愿束缚，我要心飞扬！这世界美也不能够去任何地方，何洁：但可不能把我阻挡，就让这一切从此释放！
合：有雪碧就是透心凉，雪碧让我心飞扬！
口号：“透心凉 心飞扬”
[Ad of Pepsi in English]
Background information： “Manchester vs. Juventus”
Theme： “At the mercy of a coin toss”
The Referee： “Heads or tails？”
Slogan： “Ask for more！”
4. The realization of the intertextuality in these two advertisements respectively
[Ad of Sprite in Chinese]
This advertisement takes place in a desert which is full of sand and appears no other color but sandy. And together with it the visual effect of twisting air both gives people a feel of being hot， dry and thirsty. Then the actors and actress， who wear in the same color with the appearance of Sprite， bright yellow and green， attract people’s eyesight. The emerge of Sprite and the theme song gives the viewers a strong impact of being light， quick， springy and the most importantly cool. Then an obvious imitation is just around the corner. The actors and actress even as well as their dog dive， surf and swim in the sand as if there were cool water. The splashing waves and pleasant melody are all associated with feeling cool， refreshing and comfortable in high summer.
The theme song containing the slogan is the feature of the advertisement. Its lines and melody have not only aroused sympathy among the viewers， especially the younger ones of them， but also shown aesthetic and auditory appeal. Meanwhile， the imitation of diving makes it can be sensed to fertilize the product.
[Ad of Pepsi in English]
The advertisement happens in a football field before the match between Manchester and Juventus. The stands are packed of enthusiastic fans who are singing loudly. Rhythmic applauses， fanatic cheers， gorgeous fireworks and famous football stars all evoke people’s energy and passion. Then in the preparation room， the referee is trying buying Pepsi with coins from a vending machine but the Pepsis are always took by some other stars， which means Pepsi is popular among these energetic men.
On the contrary to those handsome stars， the referee’s slightly exaggerated expressions and sneaky actions form a black humor. Finally he succeeds in getting a Pepsi with his last coin. The satisfactory on his face give people an impression of desiring it. Football， fans， stars and final satisfactory are all associated with energy， enthusiasm and aspiration.
However， it would be a common advertisement without the next scene. The high tide of it comes when the match begins and the referee needs a coin to play “heads or tails” so as to decide which side gets the ball first. Unfortunately， he has used up his coin in order to get a bottle of Pepsi. At this time after his exaggerated response to this accident， the slogan comes out “Ask for more”. And it does not mention the brand name， but the brand mark appears as the letter O. It does not only mean the coin but Pepsi， which is a pun. People’s ridicule and the referee’s embarrassment all show a typical Chaplin’s humor， which realize the intertextuality ingeniously. In a word， this advertisement uses pun， irony and imitation to realize its intertextuality.
5.The equality and diversity of the two
Both of the two advertisements choose a certain situation to anchor the products’ characteristics and their meaning. Although the scenes they choose are quite different， the main choices of actors and actress （pop singers and football stars） are all popular among their own culture， which makes it much easier to obtain the sense of identity and acceptance by the viewers. From that perspective， we could draw a conclusion that， their realization of the intertextuality is in close accordance with their respectively distinctive cultural backgrounds and the target groups. Whether directly state the brand names of the two similar products is the main diversity of these two advertisements. At the end of the Chinese one， the brand name Sprite is directly spoke out together with its slogan， while Pepsi does not do the same thing， which highlights the better use of intertextuality in the English one. And it is the indirect promotion that makes the advertisement more interesting and worthy retrospecting.
6.Possible reasons for those similar and different points
Though people’s preferences may be quite different in different culture， human’s basic needs are likely the same. Thus， pursing similar experiences and feelings is the main method to realize the intertextuality and parody as well as pun is very useful in the process of building familiar scenes and anchoring meanings in video advertisements.
Yet distinctive cultures can influence people’s likes and dislikes. Also the same thing or scene will inspire contradictory emotions in different groups. Therefore， especial advertisements for the same product are necessary for those groups from different culture backgrounds. During the designing， the realization of intertextuality and its method must be fully considered.
7.Conclusions
In both of the advertisement， the designers take fully consideration of national cultures and the personalities and preferences of the target group， which are the base of realizing intertextuality. Then during the realization， various methods are used to get the aim such as imitation， irony， pun and so on. These two have much equality in the method while the cultural background determines their diversity.
References：
[1]Genette， G. Palimpsests： Literature in the second degree[M]. C.Newman and C. Doubinsky（trans.）， Lincoln， NE and London： University of Nebraska Press， 1977.
[2]Hartman， G. Saving the Text[M].Baltimore： John Hopkins University Press， 1981.
[3]Hatim， B.
【Key words】Realizations of Intertextuality； Video Advertisements； Equalities and Diversities
1. Introduction
Advertising text is a kind of communicative action， which aims at a certain social function and purpose， happening in a specific social cultural context. Because of its openness and inclusion， the characteristic of intertextuality is particularly prominent. Besides， more analysis on video advertisement catches up with the rapid development of dynamic media in society. Advertisements in video type and their realizations of intertextuality will be the object of the study.
This paper chooses two entries of video advertisements on the same topic to analyze their realization of intertextuality. It is found that various methods are used such as imitation， irony and pun， which is the main common point in the Chinese and English versions. However， different cultural backgrounds lead to their diversity in intertextuality. All these analyses are significant for international promotion.
2. Intertextuality and its Applications
Intertextuality is a notion advanced by Julia Kristeva in the 1960s. She proposed that “any text is constructed of a mosaic of quotations； any text is the absorption and transformation of another...”（Kristeva， 1980）. The concept of intertexuality points to the productivity of texts， to how texts can transform prior texts and restructure existing conventions （genres， discourses） to generate new ones. Intertextuality is basically defined as texts in relation to other texts. There is a continual “dialogue” between the text given and other texts that exist outside it （Wales， 1997）. As Hatim and Mason said in 2001 that every text is constructed as a mosaic of citations； every text is an absorption and transformation of other texts. Indeed， it is seen to be a necessary requirement for successful communication since a text is always in a “dialogue” with other texts. Other scholars such as Bakhtin， Roland Barthes， Fairclough， Jacques Derrida and Don Fowler etc. all hold similar opinions despite of some distinguishing perspectives or methods.
Hartman （1981） depicts intertextuality as a tricky and seductive form of inclusion. Then a type of transtextuality is related to hypertextuality in Gerard Genette’ Palimpsests （1977）. He thought that intertextuality is a relationship of copresence between two texts or among several texts. The Chinese scholar， Huang Lijun pointed out that texts can never be understood or analyzed in isolation and they can only be understood in relation to webs of other texts and in relation to the social context. And according to Lin Wei and Yang Yuchen’s English Discourse Analysis in 2007， there are four main methods to realize the intertextuality of a discourse， namely imitation， plagiarism， parody and irony. Then some more specific ways in these four methods could be distinguished from each other.
The applications of intertextuality involve fiction and nonfiction genres. While advertisements have been talked about for many years， for instance commercial and public advertisements， most of them are limited by the static printed types. Concerning the rapid development of dynamic video media， it is necessary to take a much broader sense of dialogue and it is badly needed to analyze video advertisements as this paper will try in the following parts.
3. Data for Analysis
This paper chooses two entries of video advertisements as the samples to analyze. They deal with the same topic of proposing carbonated drink， respectively Sprite （雪碧） in Chinese and Pepsi （百事） in English. The video versions are downloaded from the internet at around 20：19 on 15th December， 2012 by the program iTudou.
Using scenes to “speak” is the main characteristic of video advertisement and also there are some significant lines to point out the main idea. Intertextuality is applied in these scenes and lines. In this part the most important lines will be collected as data and those scenes and analysis will be given in the forth part.
[Ad of Sprite in Chinese]
透心凉 心飞扬
By 林俊杰，Se7en，何洁
嘟～～～嘟～～～
林：融入冰的海洋，自由的舒畅的奔放的冰凉感觉，真的，学什么热辣！
林/何：来就让我们一起寻找清凉的方向！
Se7en：我不愿束缚，我要心飞扬！这世界美也不能够去任何地方，何洁：但可不能把我阻挡，就让这一切从此释放！
合：有雪碧就是透心凉，雪碧让我心飞扬！
口号：“透心凉 心飞扬”
[Ad of Pepsi in English]
Background information： “Manchester vs. Juventus”
Theme： “At the mercy of a coin toss”
The Referee： “Heads or tails？”
Slogan： “Ask for more！”
4. The realization of the intertextuality in these two advertisements respectively
[Ad of Sprite in Chinese]
This advertisement takes place in a desert which is full of sand and appears no other color but sandy. And together with it the visual effect of twisting air both gives people a feel of being hot， dry and thirsty. Then the actors and actress， who wear in the same color with the appearance of Sprite， bright yellow and green， attract people’s eyesight. The emerge of Sprite and the theme song gives the viewers a strong impact of being light， quick， springy and the most importantly cool. Then an obvious imitation is just around the corner. The actors and actress even as well as their dog dive， surf and swim in the sand as if there were cool water. The splashing waves and pleasant melody are all associated with feeling cool， refreshing and comfortable in high summer.
The theme song containing the slogan is the feature of the advertisement. Its lines and melody have not only aroused sympathy among the viewers， especially the younger ones of them， but also shown aesthetic and auditory appeal. Meanwhile， the imitation of diving makes it can be sensed to fertilize the product.
[Ad of Pepsi in English]
The advertisement happens in a football field before the match between Manchester and Juventus. The stands are packed of enthusiastic fans who are singing loudly. Rhythmic applauses， fanatic cheers， gorgeous fireworks and famous football stars all evoke people’s energy and passion. Then in the preparation room， the referee is trying buying Pepsi with coins from a vending machine but the Pepsis are always took by some other stars， which means Pepsi is popular among these energetic men.
On the contrary to those handsome stars， the referee’s slightly exaggerated expressions and sneaky actions form a black humor. Finally he succeeds in getting a Pepsi with his last coin. The satisfactory on his face give people an impression of desiring it. Football， fans， stars and final satisfactory are all associated with energy， enthusiasm and aspiration.
However， it would be a common advertisement without the next scene. The high tide of it comes when the match begins and the referee needs a coin to play “heads or tails” so as to decide which side gets the ball first. Unfortunately， he has used up his coin in order to get a bottle of Pepsi. At this time after his exaggerated response to this accident， the slogan comes out “Ask for more”. And it does not mention the brand name， but the brand mark appears as the letter O. It does not only mean the coin but Pepsi， which is a pun. People’s ridicule and the referee’s embarrassment all show a typical Chaplin’s humor， which realize the intertextuality ingeniously. In a word， this advertisement uses pun， irony and imitation to realize its intertextuality.
5.The equality and diversity of the two
Both of the two advertisements choose a certain situation to anchor the products’ characteristics and their meaning. Although the scenes they choose are quite different， the main choices of actors and actress （pop singers and football stars） are all popular among their own culture， which makes it much easier to obtain the sense of identity and acceptance by the viewers. From that perspective， we could draw a conclusion that， their realization of the intertextuality is in close accordance with their respectively distinctive cultural backgrounds and the target groups. Whether directly state the brand names of the two similar products is the main diversity of these two advertisements. At the end of the Chinese one， the brand name Sprite is directly spoke out together with its slogan， while Pepsi does not do the same thing， which highlights the better use of intertextuality in the English one. And it is the indirect promotion that makes the advertisement more interesting and worthy retrospecting.
6.Possible reasons for those similar and different points
Though people’s preferences may be quite different in different culture， human’s basic needs are likely the same. Thus， pursing similar experiences and feelings is the main method to realize the intertextuality and parody as well as pun is very useful in the process of building familiar scenes and anchoring meanings in video advertisements.
Yet distinctive cultures can influence people’s likes and dislikes. Also the same thing or scene will inspire contradictory emotions in different groups. Therefore， especial advertisements for the same product are necessary for those groups from different culture backgrounds. During the designing， the realization of intertextuality and its method must be fully considered.
7.Conclusions
In both of the advertisement， the designers take fully consideration of national cultures and the personalities and preferences of the target group， which are the base of realizing intertextuality. Then during the realization， various methods are used to get the aim such as imitation， irony， pun and so on. These two have much equality in the method while the cultural background determines their diversity.
References：
[1]Genette， G. Palimpsests： Literature in the second degree[M]. C.Newman and C. Doubinsky（trans.）， Lincoln， NE and London： University of Nebraska Press， 1977.
[2]Hartman， G. Saving the Text[M].Baltimore： John Hopkins University Press， 1981.
[3]Hatim， B.