Means of representing intertextuality in multimodal media texts based on the example of German-language native advertising

Ryabova Marina Eduardovna ORCID: 0000-0001-8728-3629 Doctor of Philosophy Professor; Department of Foreign Languages; K.G. Razumovsky Moscow State University of Technology and Management (MCU) Professor; Department of Germanic Studies and Linguodidactics; Moscow City Pedagogical University Professor; Department of Theory and Practice of Foreign Languages; Patrice Lumumba Peoples' Friendship University of Russia 73 Zemlyanoy Val str., Moscow, 109004, Russia ryabovame@mail.ru

Introduction

In the modern world, media texts play an increasingly important role in shaping public opinion and promoting goods and services. In particular, native advertising is a sought-after communication tool, the effectiveness of which is determined by the ability to seamlessly integrate into the content of the media platform. One of the key aspects of attracting attention and connecting with the target audience is the use of intertextuality (as understood by Yu. Kristeva) ^[1], that is, such an interaction between texts that allows you to create complex and multifaceted media texts that evoke emotions and associations, and therefore the study focuses on analyzing the means of representing intertextuality in German-language native advertising. Sharing K. S. Baranov's point of view about intertextuality as a process in which "elements of an existing precedent text are supposed to be used" ^{[2, p. 10]}, in native advertising these elements are played out in accordance with the cultural environment and visually look original.

Intertextuality, which is a dialogue between texts, creates additional layers of meaning, and in the context of a polycode media text combining verbal and non-verbal components (pictures, video, sound), it becomes particularly important because it can be implemented at different levels, both at the level of the text and at the level of the audiovisual series.

The purpose of the study is to identify and characterize the various types of intertextual media used in native advertising and reflecting the cultural characteristics of the German-language advertising discourse.

The research material was German-language polycode media texts of native advertising, selected from various online sources (news sites, blogs, social networks). The selection criterion was the presence of explicit or implicit intertextual references in the advertising texts.

Theoretical and methodological basis of the research

The research is based on a comprehensive theoretical and methodological framework, including an interdisciplinary approach that allows for a comprehensive review of the means of representing intertextuality in German-language polycode media texts of native advertising. The starting point is the theory of intertextuality, developed by J. By Jennet ^[3] and Yu. Kristeva ^[1]. Yulia Kristeva introduces the very concept of "intertextuality" into scientific circulation, which postulates the recognition that any text does not exist in isolation, but is constructed as a complex system of multilevel relationships that make up its environment and determine its meaning. In the context of this definition, it is important to distinguish between intertextuality in a broad and narrow sense, since they are represented in a polycode media text in approximately the same way. In a broad sense, intertextuality is understood as the conscious or unconscious use in one text of elements of another text (quotations, allusions, reminiscences, parodies, etc.). Intertextuality in the narrow sense implies the direct presence of one text in another. This leads to the idea that each text does not so much "carry within itself, in a more or less visible form, traces of a certain heritage and memory of tradition" ^{[4, p. 48]}, as these elements of tradition can serve as the basis of any text, including advertising, while undergoing transformations.

However, the theory of intertextuality mainly focuses on textual relationships and does not take into account the diversity of semiotic systems present in modern media texts. Therefore, the next step in this study is to refer to the concept of polycode text developed by M.V. Verbitskaya ^[5].

According to the theory of M. V. Verbitskaya, a polycode media text is a complex communicative unit that combines elements of various sign systems, in particular, verbal, non-verbal, and audiovisual. The intensive development of information technologies radically transforms the multilayer structure and content of the media stream, leading to the formation of a "polyphonic communication product" ^{[6, p. 93]}. Since the media text is the main unit of the media stream, the study of its intertextual connections becomes the key to revealing the patterns of meaning construction. In polycode media texts that combine verbal and non-verbal elements, intertextuality manifests itself in various forms ^[7]. In other words, the concept of a polycode text, developed by many scientists (Baranek 2019, Zaitseva 2020, Kolesnikov 2023, etc.), makes it possible to expand the understanding of intertextuality, taking into account the interaction of multilevel components in media texts ^{[8, 9, 10]}. Text, graphics, sound and video fragments are integrated into a single complex multimedia text, creating an information space capable of conveying meaning at different levels. At the same time, the concept of polycode text by itself does not explain how different codes are used in specific types of communication, for example, in native advertising.

Many domestic scientists (Terskikh 2023, Prokhorova 2024, ) ^{[11, 12]} and foreign scientists (Amazeen, Vargo 2021, Mordo, Tennenholtz, Kurland 2024) ^{[13, 14]} dealt with the specifics of modern native advertising. Studies of native advertising conducted by A. S. Melekhova, A. R. Tokova, E. A. Chubina ^{[15, 16, 17]} and others make it possible to understand that polycode is an integral characteristic of native advertising, as it allows you to create richer and more multifaceted messages that affect various senses and cognitive processes. The variety of polycode media texts creates a so-called synergetic effect, which consists in mutually enhancing the effectiveness of each component affecting the recipient. Native advertising tends to integrate seamlessly into the content of the media platform, disguising itself as ordinary articles, posts or videos, without causing the recipient the effect of "foreignness" ^[15]. Unlike traditional advertising, native advertising does not act directly, but tells a story that arouses the interest of the audience and creates a positive attitude towards the promoted product or service in advance. This creates a favorable environment for using intertextual strategies to establish a closer connection with the audience and increase trust in the advertising message. As already mentioned in the literature, "advertising relays values; by influencing the addressee, it either confirms already established patterns of behavior, or creates new ones, encouraging them to follow" ^{[18, p. 71]}.

Research results and discussion

The analysis of German-language native advertising revealed a wide range of means of representing intertextuality. Despite the fact that the means of expressing intertextuality used in native advertising can be divided into two main groups, verbal and non-verbal, each of them is represented by a variety of components that are involved in advertising not in isolation, but in a complex way, representing an integrated mix of means.

Verbal means include direct quotations taken from widely known literary works, films, songs, or speeches by politicians; allusions hinting at famous events, works, or personalities that are not explicitly mentioned, but implied. For example, the use of the character of Little Red Riding Hood in an advertisement for a tourist destination, referring to the fairy tale of the Brothers Grimm. The next commonly used means is reminiscence, which is an implicit reference to other texts that are quite obvious in the use of similar motifs or stylistic techniques. For example, using the writing style of a famous author in an advertising text. And finally, parodies and stylizations that mimic the style or content of another text in order to have a humorous effect or create a certain atmosphere.

Among the non-verbal means, visual quotations were most often involved, expressed in the use of well-known images, symbols or styles in the visual design of advertising. For example, the use of the Mona Lisa image in advertising a cosmetic product. Approximately the same frequency is occupied by musical references, the essence of which is to use well-known melodies or styles of music in an advertising video. Equally popular are gestures and facial expressions referring to famous characters or events.

The most common means of representing intertextuality were citation (23%), allusion (18%), parody (15%), reminiscence (12%), stylization (10%) and transliteration (22%). For the greatest clarity, the identified patterns are summarized in Table 1. The presented table 1 systematizes the main means of representing intertextuality, which are most frequently used in German-language polycode media texts. Each tool is illustrated by a fragment of analysis in terms of its linguistic and semiotic essence and functional role in creating an intertextual effect.

Table 1

Classification of means of representing intertextuality in German-language native advertising

Let's look at each given fragment in a little more detail.

1. The quote "Sein oder Nichtsein, das ist hier die Frage" was used in the native advertising of the educational program, and this is not accidental, but a well-thought-out decision. This phrase, which is a direct borrowing of a fragment from the tragedy "Hamlet" by W. Shakespeare, is well-known and is associated with the question of choice, doubt and reflection on the meaning of life. The advertisement of the educational program, using this quote, offers its solution to this dilemma, namely, "to be", that is, to develop, study and get an education. Quoting a classic work gives an advertisement credibility and cultural significance, in addition, a recognizable quote attracts the attention of the audience and arouses interest. The above quote refers to the values of education and intellectual development, and the association with Shakespeare forms a positive image of the educational program, presenting it as something important and meaningful.

2. The allusion "Der Apfel fällt nicht weit vom Stamm" in the advertisement of a family business producing apples is an allusion to family values, generational continuity and traditional quality. The proverb implies that children inherit the qualities of their parents, thereby emphasizing the reliability of the family business and traditional quality, as well as evoking positive associations with family, home and natural products.

3. The parody "Wir sind nicht die Bank, die alles kann, aber wir sind die Bank, die es versucht" is aimed at ridiculing the slogan of the leading German bank "Wir können alles". The parody slogan makes fun of the self-confidence and omnipotence that are often associated with large financial institutions. The parody attracts the attention of the audience, causing a smile and interest, making the advertisement more memorable and endearing.

4. In the context of intertextuality, reminiscence is a more subtle form of reference to the pretext than quotation or allusion. It involves the use of motifs, images, or stylistic techniques from another work that evoke certain associations and memories in the audience. For example, an advertisement for a travel company (see Fig. 1), using a landscape reminiscent of Kaspar David Friedrich's painting "The Wanderer over the Sea of Mist", creates associations with romanticism, the grandeur of nature, loneliness and self-search. Visual reminiscence reproduces a certain atmosphere and emotional mood corresponding to the theme of travel and recreation, and a reference to a famous painting appeals to the cultural memory of the audience and evokes positive associations with German art and culture.

Fig. 1. Polycode text of native media ads

Source: https://www.tourentipp.com/de/touren/bodenschneid-firstalm-spitzingsee-bergtour_2049.html#tour-gallery-8

5. The stylization in the craft beer advertisement "Im Jahre des Herrn 1589 ward zu Neuzelle ein Brauhaus gegründet, also die Mönche nach uralter Rezeptur ein köstliches Bier zubereiten, das stärke Leib und Seele labte" is written in the style of old German texts, imitates the language and graphics of medieval documents. The use of archaic vocabulary, specific font and design creates the impression of antiquity and high-quality traditions, which is extremely important for craft beer as a special and valuable product. The unusual style of advertising attracts the attention of the audience and distinguishes native advertising from other types of advertising.

6. The transliteration of the "Eine Forschungsgruppe unter der Leitung von Dr. Rony Abou-Khalil von der Holy Spirit University Kaslik hat sich die Wirkung von Apfelessig auf Übergewicht und Stoffwechselparameter angeschaut" is expressed in imitation of the style of informational articles that are often found in magazines and on health websites, for example, Apotheken Umschau. The reference to the research group (Forschungsgruppe) and the University of Kaslik gives credibility to the statement. This gives the impression that the claim about the effects of apple cider vinegar is based on scientific research. The very fact of mentioning the Wirkung von Apfelessig auf Übergewicht und Stoffwechselparameter (the effect of apple cider vinegar on overweight and metabolic parameters) appeals to the scientific field. This implies that apple cider vinegar may have scientifically proven beneficial properties. In this case, there is an allusion to a scientific approach that convinces the audience of the effectiveness of the tool.

Special attention should also be paid to the polycode nature of the media texts being analyzed, in which all elements, including images, graphics, and fonts interact with each other to create intertextual references.

Of course, the interpretation of intertextual references is quite subjective and depends on the cultural background and experience of the audience ^{[19, 20]}. German-language native advertising often uses references to German literature (Goethe, Schiller, the Brothers Grimm), German history (German unification, World War II), German philosophy (Kant, Nietzsche) and German culture in general (beer, cars, punctuality). These links allow you to establish a closer connection with the German-speaking audience and increase the effectiveness of your advertising impact.

Conclusion

Intertextuality is an important tool for creating effective native advertising that allows you to attract the attention of the audience, establish an emotional connection with the consumer, create a positive brand image and increase trust in the advertising message. In German-language native advertising, both verbal and non-verbal means of representing intertextuality are widely used, reflecting the cultural characteristics of the German-language advertising discourse.

The constant processing and appropriation of other people's meanings in the dialogical process of intertextuality leads to the idea that it is possible to recognize the corresponding cultural code and interpret intertextual references with the active involvement of the recipient in the process of creating meaning. Further research in this area may be aimed at studying the impact of various types of intertextual references on consumer behavior, as well as at developing practical recommendations for creating effective advertising campaigns using intertextuality.