POSTMODERN ADVERTISING: NEW ADVERTISING APPROACHES in the POSTMODERN ERA

This article investigates postmodern advertising in a critical way. In this context, firstly the term of postmodernism is discussed and tried to be explained. The article argues that, new postmodern era affects advertising industry and new advertising approaches are taken into consideration in this process. This study can be defined as a descriptive study which tries to explain postmodern advertising and its relation with consumerism and consumer culture by giving examples of new advertising approaches. The study emphasizes that the evident area of advertising can be shown in TV commercials but in postmodern era, new advertising approaches like viral advertising, social media advertising and neuromarketing become one of the main advertising areas. In this study, the literature review of the concept of postmodern advertising is done and the new advertising approaches are discussed.

Anahtar Kelimeler:

Postmodernism, Advertising, Consumerism and Consumer Culture, TV Commercials, New Advertising Approaches.

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