The study of Intertextuality in subversions and commercials

Subject Areas : Persian Language and Literature

Khalil  Nemat ¹ (Assistant Professor of French Literature, Department of French, Sanandaj Branch Islamic Azad University, Sanandaj, Iran)
Jafar  Hakim ² (Faculty Of Employe In French Language, Islamic Azad University ,Sanandaj branch)

Received: 2011-08-13 Accepted : 2011-09-28 Published : 2011-11-22

Keywords:

Abstract :

Literary criticism, text analysis and their effect on the world literary and art creativity, texts relationship or intertextual topics from the view of literary critics and thinkers, since the twentieth century have become very important and have had different reflections in the cultural world. Some experts believe that all the texts are somehow related and no new text will come into existence without any relationship to previous texts. They think the individual knowledge and awareness is the product of the group knowledge and awareness. The meaning of any literal text, either prose or verse, cannot be fully understood without being aware of the governing traditions over the previous related texts. In other words, all the texts, including literary and nonliterary texts do not have an independent identity. This process which is called intertextuality, deals with the presence of a text in another text and  with  the  omission  of  some  concepts  such  as  author,  history  and society, it studies the text independent of the author but dependent on other  texts.  However,  in  intertextual  relationship  studies  finding  these traces are not enough and we should see what the author has done with the elements taken from other works. This article tries to investigate the intertextual relationship in subversions and commercials.