Archetypal Aspects of Visual Intertextuality in Digital Advertising
Archetypal Aspects of Visual Intertextuality in Digital Advertising

Summary/Abstract: The semiotic decodification of advertising signs through a collective unconscious in the digital era is a reflection of previous individual consumption of popular culture. As a result, advertising is an impure image that contains preexisting replicated visual symbols. This visual intertextuality will be at the core of our archetypal approach in advertising. Based on Discourse Analysis research methodology, we have opted for a corpus of digital ads that not only showcase recent creativity in the field, but also witness the development of what we shall encapsulate under the syntagma of ‘the second generation of archetypes’. Our main aim is to demonstrate that the collective unconscious as described by Jung has changed since the apparition of infinitely replicated objects of representation through media. The Discourse Analysis will provide an interpretation residing in three intertextual thematic archetypes touching literature, politics and art.

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