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Modernist and Postmodern influences on marketing Essay Example

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Modernist and Postmodern influences on marketing

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Thus, marketers are being forced to abandon the modernism-era consumer who was goal-oriented and rational for the post-modernism-era consumer who samples and browses, as well as experiments with relationships and identities. As contended by Hirt (2009: p253), the post-modern experience is one of participation, in which creation of product value is done during consumption, instead of during production. The success of marketing in this era is dependent on the adoption of strategies that seek to empower consumers in becoming marketing partners as significant participants in self-image and experience construction. This will require marketers to focus on the feelings of consumers in time-dependent consumption, instead of objective and rational evaluations (Proctor & Kitchen, 2012: p148). In this case, consumers are no longer defined by assessment of costs against benefits, but through consumption experiences.The consumer’s participation and fragmentation can be characterized best by media, especially through the aspect in which bits of media do not make up the whole media (Ratneshwar et al, 2013: p43). For example, ads on TV disintegrate signifiers of culture to float in a loose space, emphasizing on surface and style, instead of consequentialism or utilitarianism. Thus, the form and style are given more importance than product benefits or physical-attribute references. In this case, the marketer using free-floating signifiers can imbue the ads with reinforced or novel meanings, which are representative of multiple positions and ideas. Creation and use of multiple self-images is, therefore, possible to maintain using ads, leaving the consumer to figure out what they really represent. One way to achieve this, according to Smith (2010: p144), is through the combination of irrelevant messages, contradictory themes, and opposite symbols. The marketer will then leave the consumer to attach their own feelings and experiences to what is in the ad, as well as to come up with a creative meaning for the goods and services. It can also be said that another approach to post-modernism is characterized by the celebration of scepticism, irony, subversiveness, anarchy, irony, style, paradox, self-referentiality, spectacle, and, especially, hostility towards generalizations (Brown, 1993: p21)Consumers in the post-modern era are providing both

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preview essay on Modernist and Postmodern influences on marketing
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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