Dislocation of reality through advertising | Zendy

Bojana Radenković Šošić | Zendy

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Dislocation of reality through advertising

Author(s) -

Bojana Radenković Šošić

Publication year - 2017

Publication title -

glasnik etnografskog instituta

Language(s) - English

Resource type - Journals

eISSN - 2334-8259

pISSN - 0350-0861

DOI - 10.2298/gei1701191r

Subject(s) - postmodernism , intertextuality , deconstruction (building) , rhetoric , context (archaeology) , interpretation (philosophy) , dislocation , aesthetics , sociology , advertising , linguistics , literature , art , history , philosophy , business , engineering , waste management , materials science , composite material , archaeology

Postmodern advertising is based on the usage of postmodern conditions in communication with consumers. Every condition has its several manifestations which could be identified on verbal, audio or iconic level of interpretation. In this paper, lexical, syntactic and rhetoric features of Italian advertising slogans were analysed in the context of decentring, a postmodern condition constructed on Derrida's idea of decentralization, method of deconstruction and intertextuality

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