Cine y publicidad. La intertextualidad en las campañas de Volkswägen

Abstract

This article is a reflexion about cinema’s influence on commercial advertising, specifically the cinema on spots. And much timely, the research will be based on a particular case: this is the series of ads of Germany’s campaign based on Star Wars, for the Volkswägen brand, which include nexus to the saga directed by George Lucas. The main objective, then, is to prove, through the analysis of the discourse, that the above-mentioned intertextuality exists. Main characters, music, matters and slogan… are some of the keys that show that there is really a deliberate connection made by the creators of the spot.