Postmodernist marketing

Postmodernist marketing

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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...

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Autor principal: Biljana Radenković-Šošić
Formato: article
Lenguaje:EN
FR
SR
Publicado: University of Belgrade 2016
Materias:
Anthropology
GN1-890
Acceso en línea:https://doaj.org/article/d4e62784e1c34435b94444c38920ec93
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spelling oai:doaj.org-article:d4e62784e1c34435b94444c38920ec932021-12-02T01:33:36ZPostmodernist marketing0353-15892334-8801https://doaj.org/article/d4e62784e1c34435b94444c38920ec932016-02-01T00:00:00Zhttp://eap-iea.org/index.php/eap/article/view/9https://doaj.org/toc/0353-1589https://doaj.org/toc/2334-8801The 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.Biljana Radenković-ŠošićUniversity of BelgradearticleAnthropologyGN1-890ENFRSREtnoantropološki Problemi, Vol 10, Iss 1, Pp 135-149 (2016)
institution DOAJ
collection DOAJ
language EN
FR
SR
topic Anthropology
GN1-890
spellingShingle Anthropology
GN1-890
Biljana Radenković-Šošić
Postmodernist marketing
description 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.
format article
author Biljana Radenković-Šošić
author_facet Biljana Radenković-Šošić
author_sort Biljana Radenković-Šošić
title Postmodernist marketing
title_short Postmodernist marketing
title_full Postmodernist marketing
title_fullStr Postmodernist marketing
title_full_unstemmed Postmodernist marketing
title_sort postmodernist marketing
publisher University of Belgrade
publishDate 2016
url https://doaj.org/article/d4e62784e1c34435b94444c38920ec93
work_keys_str_mv AT biljanaradenkovicsosic postmodernistmarketing
_version_ 1718403043244900352

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