Open AccessDislocation of reality through advertising
Author(s) -
Bojana Radenkovic-Sosic
Publication year - 2017
Publication title -
glasnik etnografskog instituta/glasnik etnografskog instituta sanu
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