The first example that I'd like to focus on this week is one that I came across on thestar.com's main page. The ad does not contain a great deal of text but instead relies on intertext to carry across the advertiser's message. The slogan 'Love your water' implies that while you should enjoy water, you may not. Since the ad does not need to explain that water is healthy and an important part of a healthy lifestyle; this is not new information to any consumer likely to be seeing the ad. The idea is anchored by the light text underneath the clickthrough link reminding you that Crystal Light is a diet drink mix. With the message being carried intertextually, the ad does not have to promote any specific health benefits that a health/diet product advertisement would usually require.
The second ad that I wanted to look at is one for a charitable organization. It uses a celebrity spokesperson, Christina Aguilera, in combination with a bit of information below to create some intertextual interplay. The idea that a rich celebrity is required to help the cause is played off by the text below claiming that $1 feeds four children. The ad doesn't rely on only the celebrity's image to promote the organization, though it does still have that message to fall back on if the viewer fails to see the intertextual elements.
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