TY - JOUR
T1 - A post-modern perspective on advertisements and their analysis
AU - Proctor, Stella
AU - Proctor, Tony
AU - Papasolomou-Doukakis, Ioanna
PY - 2002
Y1 - 2002
N2 - 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.
AB - 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.
KW - Advertising
KW - Consumer
KW - Critical discourse analysis
KW - Post-modern
UR - http://www.scopus.com/inward/record.url?scp=1642387687&partnerID=8YFLogxK
U2 - 10.1080/13927260110111531
DO - 10.1080/13927260110111531
M3 - Article
AN - SCOPUS:1642387687
SN - 1352-7266
VL - 8
SP - 31
EP - 44
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 1
ER -