The relationship between advertisement and music in the context of intertextuality

Every word, every action which carries a communication message is a text. Text is a part of intertextuality that is the center of this study. However the intertextuality concept is defined in short as the reciprocal relation between texts, many theroists try to attribute new meanings to this concept. All theorists assert that text is a sum of citations and all texts gather pieces, taken from older texts, in a new integrity. In the intertextuality the idea comes forward; every text is in the field of others which were written before them and can not be completely independent from these older texts. In this point of view, a text can be brought up by sections from older texts in a new order. In this case, every work is an example of intertextuality. Intertextuality supports the postmodern perception of every text has infinite number of equivalent commentary. This text of concept is seen as a unity of different texts. In this sense, the meaning is spread from one text to another in the unity of textuality.Advertisements are the most important examples of intertextuality. Because an advertisement functions as a special offer, it is always in a relation of intertextuality. Music plays an imortant role in this special offer process. Music is pragmatic due to the meaning it contribute or enframe to advertisement. The pragmatical use of music in advertisement is one of the key points in this study. The answers for how functional is adveritsement music and its importance in advertisement obtained from interviews with people dealing with advertisement music take very imporant place as supportive examples to pragmatic use of music in adveritsement. In this study, in the concept of textuality, advertisement and music relation will be treated by given examples.İngilizce Anahtar Kelimeler:1- Intertextuality2- Advertisement3- Music of Advertisement4- Meaning of Music5- Advertisement producing process