POSTMODERN ADVERTISING: NEW ADVERTISING APPROACHES in the POSTMODERN ERA

Yıl 2018, Cilt: 5 Sayı: 12, 227 - 239, 30.12.2018

Deniz Çalık Ülkü N. Aktaş

Öz

This article investigates postmodern
advertising in a critical way. In this context, firstly the term of
postmodernism is discussed and tried to be explained. The article argues that,
new postmodern era affects advertising industry and new advertising approaches
are taken into consideration in this process. This study can be defined as a
descriptive study which tries to explain postmodern advertising and its
relation with consumerism and consumer culture by giving examples of new
advertising approaches. The study emphasizes that the evident area of
advertising can be shown in TV commercials but in postmodern era, new
advertising approaches like viral advertising, social media advertising and
neuromarketing become one of the main advertising areas. In this study, the
literature review of the concept of postmodern advertising is done and the new
advertising approaches are discussed.

Anahtar Kelimeler

Postmodernism, Advertising, Consumerism and Consumer Culture, TV Commercials, New Advertising Approaches.

Kaynakça

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