Dislocation of reality through advertising

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Radenković-Šošić, B. (2017). Dislocation of reality through advertising, 65(1), 191-205. Retrieved from http://www.doiserbia.nb.rs/Article.aspx?ID=0350-08611701191R
Details
Title

Dislocation of reality through advertising

Subtitle
Author

Bojana, Radenković-Šošić

Journal

Glasnik Etnografskog instituta SANU

Volume
Issue

1

Start page

191

End page

205

ISSN
ISBN
DOI
URL

http://www.doiserbia.nb.rs/Article.aspx?ID=0350-08611701191R

Date

2017-2020/03/24/15:48:16

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.

Keywords

intertextuality, decentring, Italian language, postmodern advertising