Dislocation of Reality Through Advertising Cover Image

„Рекламно“ измештање реалности
Dislocation of Reality Through Advertising

Author(s): Bojana Radenković Šošić
Subject(s): Media studies, Metaphysics, Communication studies, Lexis, Semantics, Cultural Anthropology / Ethnology, Hermeneutics, Marketing / Advertising, Rhetoric
Published by: Етнографски институт САНУ
Keywords: postmodern advertising; Italian language; decentring; intertextuality;

Summary/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.

  • Issue Year: LXV/2017
  • Issue No: 1
  • Page Range: 191-205
  • Page Count: 15
  • Language: Serbian