Allegorically speaking: Intertextuality of the postmodern culture and its impact on print and television advertising

Communication Studies

Volumn 48, Issue 2, 1997, Pages 142-158

  Hitchon, Jacqueline C ^a   Jura, Jerzy O ^b  

^a UNIVERSITY OF WISCONSIN MADISON   (United States)

^b IOWA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84937268922     PISSN: 10510974     EISSN: 17451035     Source Type: Journal    
DOI: 10.1080/10510979709368497     Document Type: Article

References (67)

1. Aaker, D., Stayman, D. M., and Hagerty, M. R., 1986. Warmth in advertising: Measurement, impact and sequence effects. Journal of Consumer Research, 12(4): 365-381.
2. Aaker, D., and Bruzzone, D. E., 1985. Causes of irritation in advertising. Journal of Marketing, 49: 47-57.
3. 1992. Aladdin [Film], Walt Disney Pictures. Available from
4. Alden, P., (Director). 1989. Field of dreams [Film], Gordon Company. Available from
5. Anderson, J., and Bower, G., 1980. Human associative memory, Hillsdale, NJ: Lawrence Erlbaum.
6. Baddeley, A., 1986. Domains of recollection. Psychological Review, 89: 708-729.
7. Barthes, R., 1975. The pleasure of the text, New York: Hill and Wang.
8. Baudrillard, J., 1983. Simulations, New York: Semiotext(e).
9. Bennet, C., (Director). 1950. King Solomon's mines [Film], M.G.M. Available from
10. Bertens, H., 1995. The idea of the postmodern, New York: Routledge.
11. Caples, J., 1975. Fifty things I have learned in fifty years in advertising. Advertising Age, September 22: 12-13.
12. Cook, G., 1992. The discourse of advertising, New York: Routledge.
13. Curtiz, M., (Director). 1942. Casablanca [Film], Warner Bros. Available from
14. Davidson, M., 1992. The consumerist manifesto: Advertising in the postmodern times, New York: Routledge.
15. Deighton, J., Romer, D., and McQueen, J., 1989. Using drama to persuade. Journal of Consumer Research, 16: 335-343.
16. Edell, J. A., and Burke, M. C., 1987. The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3): 421-433.
17. Featherstone, M., 1991. Consumer culture and postmodernism, London: Sage Publications.
18. Fiske, J., 1989. Television Culture, New York: Routledge Press.
19. Fiske, J., 1990. Signification in introduction to communication studies, New York: Routledge Press.
20. Garfield, B., 1992. Chiat clones Lexus ad to good effect, but.. Advertising Age, December 7: 53
21. Genette, G., 1982. Palimpsestes: La litterature au second degre, Paris: Seuil.
22. 1992. Oneida. Gourmet Magazine, Winter: 22
23. Hassan, I. H., 1987. The postmodern turn: Essays in postmodern theory of culture, Columbus: Ohio State University Press.
24. Hirschman, E. C., 1992. Postmodern consumer research: The study of consumption as text, Newbury Park, CA: Sage Publications.
25. Hitchon, J. C., and Thorson, E., 1995. Effects of emotion and product involvement on the experience of repeated commercial viewing. Journal of Broadcasting & Electronic Media, 39(2): 376-389.
26. Hitchon, J. C., 1997. The locus of metaphorical persuasion: An empirical test. Journalism and Mass Communication Quarterly, 74(1): 55-68.
27. Horton, C., and Mandese, J., 1992. Nissan joins ABC to roll out Altima. Advertising Age, October 5: 334
28. Hudson, L. A., and Ozanne, J. L., 1988. Alternative ways of seeking knowledge in consumer research. Journal of Consumer Research, 14: 508-521.
29. Jacoby, L. L., Kelly, C. M., and Dyman, J., 1989. “ Memory attributions ”. In Varieties of memory and consciousness, Edited by: Roediger, H. L., III and Craik, F. I. M., 391-422. Hillsdale, NJ: Erlbaum.
30. James, W., 1890. The principles of psychology, Vol. 1, New York: Holt.
31. Jameson, F., 1991. The cultural logic of late capitalism: Postmodernism or the cultural logic of late capitalism, Durham, NC: Duke University Press.
32. Kristeva, J., 1967. “ Bakhtine, le mot, le dialogue et le roman ”. In The Kristeva reader, Edited by: Moi, Tori. 34-61. New York: Columbia University Press.
33. Krugman, D. M., Reid, L. N., Dunn, S. W., and Barban, A. M., 1993. Advertising: Its role in modern marketing, (8th ed), Orlando, FL: The Dryden Press.
34. Landow, G., 1987. Hypertext, Baltimore, MD: Johns Hopkins University Press.
35. Lavidge, R. J., and Steiner, G. A., 1961. A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25: 59-62.
36. Levinson, B., (Director). 1985. Young Sherlock Holmes. [Film], Paramount Pictures and Amblin Entertainment. Available from
37. Liesse, J., 1991. How the bunny charged Eveready. Advertising Age, April 8: 20
38. Magiera, M., and Fahey, A., 1992. Coke nabs movies. Advertising Age, March 16: 2
39. Mai, H. P., 1991. “ Bypassing intertextuality. Hermeneutics, textual practice, hypertext ”. In Intertextuality, Edited by: Plett, H. F., 30-60. Berlin, Germany: Walter de Gruyter and Company.
40. Natoli, J., and Hutcheon, L., eds. 1993. A postmodern reader, Albany: State University of New York Press.
41. Ogilvy, D., 1963. Confessions of an advertising man, New York: Dell Publishing.
42. Peirce, C. S., 1931-58. Collected papers, Edited by: Hartshorne, C., Weiss, P., and Burks, A., Cambridge, MA: Harvard University Press.
43. Pfister, M., 1991. “ How postmodern is intertextuality? ”. In Intertextuality, Edited by: Plett, H. F., 207-224. Berlin, Germany: Walter de Gruyter and Company.
44. Quinn, M., 1991. Ghosts in the commercial. Advertising Age, December 23: 3
45. de Saussure, F., 1974. Course in general linguistics, London: Fontana.
46. Schiller, H. I., 1989. Culture Inc.: The corporate takeover of public expression, Oxford: University Press.
47. Scott, L. M., 1989. Images in advertising: The need for a Theory of Visual rhetoric. Journal of Consumer Research, 16(1): 67-75.
48. Seldon, R., 1989. A reader's guide to contemporary literary theory, Lexington: University Press of Kentucky.
49. Sheehan, H., 1996. Stealing from the past is easy for high-tech ads. Wisconsin State Journal, November 2: 8C
50. Sherman, V., (Director). 1942. All through the night. [Film], Warner Bros. Available from
51. Spielberg, S., (Director). 1977. Close encounters of the third kind. [Film], Columbia and E.M.I. Available from
52. Spielberg, S., (Director). 1981. Raiders of the lost ark. [Film], Lucas Films Ltd. and Paramount Pictures. Available from
53. Spielberg, S., (Director). 1984. Indiana Jones and the temple of doom. [Film], Lucas Films ltd. and Paramount Pictures. Available from
54. Spielberg, S., (Director). 1989. Indiana Jones and the last crusade. [Film], Lucas Films Ltd. and Paramount Pictures. Available from
55. Spielberg, S., (Director). 1991. Hook. [Film], Tristar Pictures, Columbia, and Amblin Entertainment. Available from
56. Stern, B., 1988. Medieval allegory: Roots of advertising strategy for the mass market. Journal of Marketing, 52: 84-89.
57. Stewart, D., 1992. Speculations on the future of advertising research. Journal of Advertising, 21(3): 1-18.
58. Tallis, R., 1988. Not Saussure: A critique of post-Saussurean literary theory, London: MacMillan.
59. Teinowitz, I., and Leslie, J., 1991. Coors ‘Bunny’ ad gets going. Advertising Age, May 20: 55
60. Tulving, E., 1983. Elements of episodic memory, Oxford, England: Clarendon Press.
61. Vorlat, E., 1985. “ Metaphors and their aptness in trade names for perfumes ”. In The ubiquity of metaphor: Metaphor in language and thought, Edited by: Paprotte, W., and Driven, R., 264-294. Philadelphia: John Benjamins Publishing Co.
62. Walsh, R., (Director). 1939. The roaring twenties. [Film], Warner Bros. Available from
63. Walters, C., (Director). 1956. High society. [Film], M.G.M. Available from
64. Wellman, W. R., (Director). 1931. Public enemy. [Film], Warner Bros. Available from
65. Wells, W., Burnett, J., and Moriarty, S., 1997. Advertising: Principles and practice, Englewood Cliffs, NJ: Prentice Hall.
66. Wells, W., 1994. “ Effective and ineffective drama advertisements ”. In Advances in consumer research, Edited by: Allen, C., and Roedder-John, D., Vol. 21, 375-378. Provo, UT: Association for Consumer Research.
67. Wright, P. L., 1973. The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 10: 53-62.