World knowledge and image reading: a study about intertextuality on publicity photography

Abstract

This study aims to analyse the content of intertextuality ob publicity photography. According to textual linguistic theoretical premises, intertextuality is understood as the relation – direct or indirect – between texts, and its use as a resource on publicity has been rising substantially. In order to produce meaning effects on advertisement and its persuasive feature, it is necessary a common knowledge among producers and readers. The producer hopes that the reader’s world knowledge can provide basis to understand not only the explicit message on the text surface, but also and mainly the implicit and implied. On Louis Vuitton publicity campaign studied here, the world knowledge is fundamental to develop a critic and profound review.