This document defines intertextuality as when a media text references another text such as a film, TV program, or painting. It provides the example of a Cadbury chocolate finger advertisement that references the TV show Dallas through its three panel introduction style, typography, and mid-shots of characters. Elements that can signify intertextuality include conventions from the original text, mise-en-scene, technical conventions like camerawork and editing style, and the use of parody, pastiche, or homage. Intertextuality pleasures audiences by making them want to watch more, privileging those who understand references, and nostalgically reminding them of the past.

1. INTERTEXTUALITY
STUDIES
BY GEORGIA PHILLIPS

2. Intertextuality definition:
◦ Where a media text reference another text – e.g. a painting, film, TV programme, etc.
◦ Intertextuality references can be made through media texts (films, TV adverts, etc), they are a
bit like a mosaic of references to other texts, games, etc.

3. As an example of intertextuality, I will be using
Cadbury's Chocolate Finger advert:
From the first shot we are given 3 panels, 2 have
images of chocolate finger people and another panel
with the words "The All New Fabulous Fingers".
Immediately there is a reference to Cadbury's as the
'people' are actually the product's being advertised.

4. ◦ Also, there is an intertextual reference to the TV
show 'Dallas', a programme from 1978. Dallas
was about a wealthy Texan family who made
money off of oil.
◦ We can see that they have re-hashed the three
panel introduction.
◦ The typography is also similar to the original, as
well as the mid-shot’s of the characters

5. What elements in a text might signify
intertextuality?
◦ The use of conventions from the original text – this might link to genre – elements that we’d
expect in a specific genre / sub genre such as specific narrative, characters, etc
◦ Mise-en-scene elements – setting, costume, props, actos, etc
◦ Technical conventions – imitating the style of the original – i.e. the camerawork (shot types,
composition), editing (style of editing, use of editing effects – black and white, filters, sfx, etc)

6. ◦ Parody
◦ The intertextuality references use the conventions of the original text in
an absurd or ridiculous way to create humour and maybe poke fun at
the original text.
Parody
Original

7. ◦ Pastiche
◦ A bit like parody, but the intention is more light hearted and not as mocking a parody. Often is a
bit more respectful of the original text.

8. ◦ Homage
◦ Here the intertextual references show respect for the original – they aim to show how worthy it
is. The copy is basically indicating how good the original was.

9. Audience Pleasures
◦ Intertextuality is used to make the viewer want to watch the whole music video, the intertextual
links are the audience’s pleasure.
◦ It privileges part of the audience as they are ‘in on the joke’, yet people who don’t see the link
still understand what the video is about.
◦ It nostalgically reminds the audience of the past.