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 language | English |
|---|---|
| Pages (from-to) | 31-44 |
| Number of pages | 14 |
| Journal | Journal of Marketing Communications |
| Volume | 8 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2002 |
Keywords
- Advertising
- Consumer
- Critical discourse analysis
- Post-modern