The Marketing of What? in the Interwining of Textual Differences

This paper takes an intertextual approach to understanding how differences are employed in the marketing communication of a global corporation. The concept of intertextuality illuminates that texts are endlessly referring to other disparate texts within the same realm of cultural production, making it possible to transgress the boundaries of binary divisions. I illustrate that the marketing difference can be seen as a mesh of debased textual allusions that conflicts the local historicity to which they rely. While this illogicality suggests the continuos reappearance of the same histories though in different shapes, it may also encourage consumers to considerably rearrange the marketed texts.


Cecilia Cassinger and Sofia Ulver (2005) ,"The Marketing of What? in the Interwining of Textual Differences", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.


Cecilia Cassinger, Phd Student
Sofia Ulver, PhD Student


E - European Advances in Consumer Research Volume 7 | 2005

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