Postmodernist marketing
Biljana Radenković-Šošić
Etnoantropološki Problemi · 2016
doi:10.21301/eap.v10.i1.7 (opens in a new tab)
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Abstract
The traits of postmodernist communication with consumers are based on the transmission of postmodernist concepts in the area of marketing and communication with consumers. The paper offers an overview of the basic semiological points of interpretation of commercial messages, especially the semiotic square pioneered by Jean-Marie Floch, as well as offering an analysis of commercial messages according to the most prominent traits of postmodernist marketing: creating the effect of hyperreality, fragmentary communication, and displacement of reality, bringing opposites together and accepting difference. The results of the analysis confirm the hypothesized high level of congruence of certain postmodernist traits of marketing with messages which emphasize the ludist and utopian values of products.
Abstract licence: CC BY-SA
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