Analysis reveals visual intertextuality enhances engagement in social advertising, highlighting its implications for audience connection.
The article examines the role of visual intertextuality in social advertising of health. The author considers intertextuality as a tool to increase communicative efficiency by combining the cultural codes of classical art with topical social problems. Intervisuality in this case appears as a mechanism based on the borrowing and transformation of visual precedent phenomena (works of painting, sculpture, etc.) and characterized by multifunctionality. Intervisuality tools (quote, allusion, reminiscence) are analyzed, ways to transform the visual pretext (reduction, addition, replacement of elements) are considered. There are ethical risks of distorting the original meanings and form when adapting classical images. It is emphasized that the success of advertising campaigns based on intervisuality depends on the recognition (precedence) of proto-texts and compliance with the values of the audience. On the material of 68 advertising texts, the key functions of visual intertextuality are highlighted: attracting attention through the contrast of classical images and modern social problems, generating new meanings, aestheticization and formation of emotional resonance, mnemonic and gaming potential. Particular attention is paid to the specifics of the transformation of visual precedents serving to update social topics related to health problems
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Marina V. Terskikh (2025) studied this question.
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