Intertextuality and Fairy Tales in Advertising

Abstract

The phenomenon of intertextuality is recurrent not only in literature, but it is also important in other fields such as advertising because it makes both the advertisement and the product more attractive for consumers. One of the most remarkable ways in which intertextuality is put into practice is through fairy tales. Since human life began, stories surrounded by magic, with fairy godmothers and magical objects have been told from generation to generation. These stories have been part of our teachings and values, which we still have nowadays, and have been transferred to different fields such as advertising. To analyse fairy tales’ intertextuality is a very interesting topic because these stories continue to play an important role in the lives of adults, teenagers, and children. In this degree final project, we will research fairy tales’ intertextuality in print advertising. We will study the effect of this intertextuality on the interpretation of advertisements and Relevance Theory will help us to explain the effects that are produced in the interpretive process.