POSTMODERN ADVERTISING: NEW ADVERTISING APPROACHES in the POSTMODERN ERA
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
Kaynakça
- Addis, M. and Podesta, S., (2005). “Long Life to Marketing Research: A Postmodern View”. European Journal of Marketing, Vol. 39, No. 3/4:386-412.
- Baudrillard, J., (1999). “Revenge of the Crystal: Selected Writings on the Modern Object and Its Destiny, 1968-1983”. Pluto Press.
- Baudrillard, J., (2014). “Simulakrlar ve Simulasyon”. Doğubatı Yay.
- Baudrillard, J., (2015). “Tüketim Toplumu”. Ayrıntı Yay.
- Bourdieu, P., (1984). “Distinction: A Social Critique of the Judgement of Taste”, Cambridge, MA: Harvard University Press.
- Boutlis, P., (2000). “A Theory of Postmodern Advertising”. International Journal of Advertising, 19:1, 3-23.
- Brown, S., (2008). “Postmodern Marketing”. Baker, M. ve Hart, S., “Marketing Book” içinde (Elsevier)
- Calvert, G.A. and Brammer, M., (2012). “Predicting Consumer Behavior”. IIEE pluse Magazine, 3(3): 38-41
Ayrıntılar
Birincil Dil
İngilizce
Konular
-
Bölüm
Araştırma Makalesi
Yayımlanma Tarihi
30 Aralık 2018
Gönderilme Tarihi
1 Aralık 2018
Kabul Tarihi
-
Yayımlandığı Sayı
Yıl 2018 Cilt: 5 Sayı: 12