A post-modern perspective on advertisements and their analysis

Stella Proctor, Tony Proctor, Ioanna Papasolomou-Doukakis

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

This paper differentiates between the modern and post-modern approaches to advertising. It provides indicators of the nature of post-modern advertisements and proposes a methodology based on critical discourse analysis for interpreting the meaning and understanding the structure of such advertisements. A comparison is made between a modern advertisement and a post-modern advertisement. The paper discusses the purpose of the post-modern approach to advertising and argues that its very imagery may further confuse an already confused post-modern consumer.

Original languageEnglish
Pages (from-to)31-44
Number of pages14
JournalJournal of Marketing Communications
Volume8
Issue number1
DOIs
Publication statusPublished - 2002

Keywords

  • Advertising
  • Consumer
  • Critical discourse analysis
  • Post-modern

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