This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history.
Chapter 7: Sign of the Times: Postmodern Disruptions in Advertising Times
Sign of the Times: Postmodern Disruptions in Advertising Times
The postmodern condition entails the treatment of time and space as finite or tied to the social context of their use. They are, from a postmodern perspective, no longer unproblematic media whose neutrality permits comparison and communications across diverse boundaries. There are no longer common times and spaces ‘in’ which we all live in more or less mutual relevance. On the contrary, time and space are constituted as a local definition, a dimension of an event, a unique and unrepeatable location or period (Adam, 1990). The hyper-real spaces of postmodern consumer culture (e.g., shopping precincts, themeparks, gaming arcades) radically challenge modernist demarcations predicated on boundaries which delimit the ...