从跨文化视角看后现代广告及其接受_马琳著_9787566302717

    Postmodern advertising has become a prominent advertising form and, in recent years, it has been increasingly used by international companies to appeal to consumers in different parts of the world. However, despite its currency, extant studies on postmodern advertising are basically in an atheoretical manner; reception study is especially lacking
    about how postmodern advertising is actually received by consumers; and there has been almost no study about how postmodern advertising works internationally. Motivated by the gap in literature and the growing importance of international advertising markets in the globalization condition, this project is aimed to systematically study postmodern advertising and its reception internationally, particularly from a cross-cultural perspective.
    The book first reviews theories of postmodernism in relation to culture, representation, aesthetics, and consumption, which lays out the theoretical framework for studying postmodern advertising. Then, by synthesizing extant studies on postmodern advertising as well as discussions on postmodern reading experience, the book discusses the major structural features of postmodern advertising, namely, appropriation, fragmentation, self-reflexivity, and spectacularity, and the nature of the reception of postmodern advertising. Next, the
    globalization condition—its repercussions for world culture（s） and international advertising—is reviewed, and the logic of using postmodern advertising for the international markets under globalization is then analyzed.

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