A post-modern perspective on advertisements and their analysis

Stella Proctor, Tony Proctor, Ioanna Papasolomou-Doukakis

    Research output: Contribution to journalArticlepeer-review

    13 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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