ISSN 2394-5125
 

Research Article 


POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova.

Abstract
This paper aims to define semantic and verbal components of the artistic dominant of postmodernism as one of the
leading esthetic features of commercial advertising in the post-Soviet space and to identify the main postmodernist
characteristics as a means of advertising text construction and the heterogeneous nature of the advertising message.
The present research is based on the comprehensive approach. The inductive and deductive methods are
adopted to discuss theoretical materials, and the interdisciplinary research method is used to detect postmodernismís
specific features as an advertising philosophy. The interpretive approach, usually employed to analyze advertising
text as a complex synthetic structure, was also taken into consideration. The application of the semantic and stylistic
method identified the stylistic means substantiating the ideological, esthetical and informative value of advertising
texts.
The artistic framework of postmodernism makes it possible to produce a close advertiser-consumer
dialogue. The construction of postmodernist advertising text is based, at the figurative level, on carnival and parody
in terms of puns and, at the verbal level, on pastiche. These texts shape a new perception of advertising as a cultural
phenomenon and a work of art.
Advertising text is a universal tool used to manipulate consumer behavior. Being a synthesis of art,
production effectiveness and commercial pragmatism, these texts are intertextual and emotional products of a new,
discursive, type making use of a wide range of techniques and strategies, such as parody, citations, pastiche and
grotesque, and devoid of esthetic limitations.
The innovative character of postmodernism as a behavioral strategy in the Eastern European advertising
industry consists in the fact that it is a form of creative production and behavior rather than its adapting a specific
communication style. Advertising conveys an artistic significance, cultural meanings and assessments to essentially
commercial products.

Key words: postmodernism, advertising text, parody, esthetics, verbality, style.


 
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How to Cite this Article
Pubmed Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova. POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING. JCR. 2020; 7(9): 1839-1849. doi:10.31838/jcr.07.09.318


Web Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova. POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING. http://www.jcreview.com/?mno=104567 [Access: May 30, 2021]. doi:10.31838/jcr.07.09.318


AMA (American Medical Association) Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova. POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING. JCR. 2020; 7(9): 1839-1849. doi:10.31838/jcr.07.09.318



Vancouver/ICMJE Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova. POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING. JCR. (2020), [cited May 30, 2021]; 7(9): 1839-1849. doi:10.31838/jcr.07.09.318



Harvard Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova (2020) POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING. JCR, 7 (9), 1839-1849. doi:10.31838/jcr.07.09.318



Turabian Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova. 2020. POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING. Journal of Critical Reviews, 7 (9), 1839-1849. doi:10.31838/jcr.07.09.318



Chicago Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova. "POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING." Journal of Critical Reviews 7 (2020), 1839-1849. doi:10.31838/jcr.07.09.318



MLA (The Modern Language Association) Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova. "POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING." Journal of Critical Reviews 7.9 (2020), 1839-1849. Print. doi:10.31838/jcr.07.09.318



APA (American Psychological Association) Style

Ganna O. Denyskina, Elena P. Lysytskaia, Maryna V. Aleksandrova, Iryna B. Ivanova (2020) POSTMODERNISM AS AN ARTISTIC DOMINANT IN PRESENT-DAY EASTERN EUROPEAN ADVERTISING. Journal of Critical Reviews, 7 (9), 1839-1849. doi:10.31838/jcr.07.09.318