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What are television advertisements really trying to tell us? A postmodern perspective
Author(s) -
Proctor Stella,
PapasolomouDoukakis Ioanna,
Proctor Tony
Publication year - 2002
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.70
Subject(s) - postmodernism , credibility , perspective (graphical) , illusion , meaning (existential) , sociology , aesthetics , advertising , postmodern theatre , epistemology , psychology , art , philosophy , cognitive psychology , business , visual arts
This paper differentiates between the modern and the postmodern approach to advertising. It provides indicators of the nature of postmodern advertisements and proposes a methodology based on critical discourse analysis for interpreting the meaning and understanding the structure of such advertisements. The paper discusses the purpose of the postmodern approach to advertising and argues that its very imagery may further confuse an already confused postmodern consumer. The credibility of the imagery may also be questioned where it is perceived to be an illusion that is incapable of being substantiated. Copyright © 2002 Henry Stewart Publications.