Postmodernist marketing

  • Biljana Radenković-Šošić Faculty of sports and tourism University EDUCONS Novi Sad
DOI: https://doi.org/10.21301/EAP.V10.I1.7
Keywords:
postmodernist marketing, Floch’s square

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.

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Published
2015-03-19
How to Cite
Radenković-Šošić, Biljana. 2015. “Postmodernist Marketing”. Issues in Ethnology and Anthropology 10 (1), 135-49. https://doi.org/https://doi.org/10.21301/EAP.V10.I1.7.
Issue
Vol 10 No 1 (2015): Issues in Ethnology and Anthropology
Section
Scientific Articles
Copyright (c) 2015 Biljana Radenković-Šošić

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