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| Author: | Boutlis, P. |
| Title: | A theory of postmodern advertising |
| Journal: | International Journal of Advertising
2000 : VOL. 19:1, p. 3-23 |
| Index terms: | Advertising Consumer behaviour Theories |
| Language: | eng |
| Abstract: | This paper challenges the "manipulation" thesis of advertising which was prevalent in the early post-war years. In the postmodern situation, advertising, as rhetoric, is no longer regarded as subordinate to production. Instead, it is a mirror to consumer society - to the constant turnover of superfluous cultural commodities or fads. |
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