Dislocation of reality through advertising

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.

Abstract licence: CC BY-NC-ND

A person counts once a day per paper. We keep no cookie and no address: a reader is a hash that changes every day. Any month under five reads shows no number.