ABSTRACT
Much discussion of advertising's intertextual nature has focused on ads themselves. This paper explores it from the perspective of young adults, based on a broader qualitative study of advertising experiences among Scottish 18-24-year-olds. It discusses how their descriptions and experiences of particular ads shaped and were shaped by their experiences of other texts. The implications of the blurred boundaries between advertising and other communication forms are then considered for perceptions of advertising's pervasiveness, the development of advertising literacy and the relationship between ad and brand consumption.
