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An Investigation Of Postmodern Influences In Advertising, Rose Leahy

Theses

This study investigates the influences of postmodernism in advertising. The postmodern culture is characterised by irony, paradox, playfulness and anarchy. Consequently advertisements that are influenced by postmodernism embrace the unusual, the unconventional, the abstract and the ambiguous. This thesis set out to determine if there is a consensus among advertisers as to the meaning of postmodernism, to identify the reasons for the evolution of postmodern advertising and to assess its effectiveness and future potential.

Indications of the impact of postmodern advertising can be derived through qualitative methods, but quantitative methods can also be employed. Primary research was undertaken in the …