Postmodernism Essay

1696 Words7 Pages
Postmodernity has changed the way that advertising works, this has altered the sociological structure of branding. Branding is about building a relationship with customers to change their psychological view of their business. If a brand is produced and executed properly they are very powerful, a brand can carry a spiritual passion that attracts and glues a group of people in the community. A brand like this builds a relationship and culture with its customers, but when society views changed from modernism to postmodernism this shook the structure of brand identity. There was a shift in the demographics of their customers, instead of a company just being a business that customers buy from, the customers have become “stakeholders” in the…show more content…
We can see this in media where consumers are bombarded with flawless product shots, models airbrushed to perfection, and propositions of apparently life-changing remedies. Sometimes customers are challenged to draw meaning from ambiguous creative renditions designed to extol the benefits of products or services (Brown 1995, 114; Firat and Dholakia 2006, 129; Procter and Kitchen 2002, 147). In postmodernism fragmentation refers to chaos, the breakdown of established systems and the relationships between those entities. Postmodernism’s breakdown of systems does not eliminate them, it breaks then down into smaller systems which is called micro-segmentation. Juxtapositions use shocking images as a type of satire to get people to feel a certain way with an element, this will make the image stand out and impact the person who viewed it psychologically. Paradoxes are used to create internal controversy and make a person overanalyze something and therefore make it unique in their mind. A brand strategy or advertisement that is exhibiting an apparently contradictory nature is a paradox. If we look at ‘Live to Consume’ shifting into ‘Consume to Live’ this is a period when customers main incentive changed from picking a company based upon their products, to choosing a company based upon the solidarity of the values and culture of the brand that they had developed. They were no longer a customer but they were a shareholder in the company, it’s a
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