Article(electronic)#1February 2002
What are television advertisements really trying to tell us? A postmodern perspective
In: Journal of consumer behaviour, Volume 1, Issue 3, p. 246-255
ISSN: 1479-1838
AbstractThis 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.