The Stella Artois ad features famous guitarist and songwriter, Lenny Kravitz conveying a message that wants us all to feel like we are billionaires. The ad provides viewers with two distinct types of intertextuality. For the first example, the term billionaire was used a lot during early 2021 as a result of people becoming rich either investing in cryptocurrency or Gamestop stock. Whatever it may be, this intertextual reference is completely unrelated, however unavoidable.
- Inescapable Intertextuality – Inevitable connections between texts
The second example of intertextuality occurs towards the end of the ad and as the final animation begins. After he conveys his message, his popular song, It ain’t Over till it’s Over plays while showing people enjoying time outside. His song is so popular it has sort of become a meme of some sorts. His song is an example of an intended intertextuality.
- Intended Intertextuality – A purposeful reference to another text
Shared by: Will Porter
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