Year: 2017
Type: article
Abstract: 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.
Source: Glasnik Etnografskog instituta
DOI: 10.2298/gei1701191r
Author: Bojana Radenkovic-Sosic
Institution: University of Novi Sad
Language: English
Subfield: Language and Linguistics
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2766280617