A Theory of Post-modern Advertising

This paper challenges the 'manipulation' thesis of advertising which was prevalent in the early post-war years.

A theory of postmodern advertising

P. Boutlis

People don't buy from clowns.

Claude Hopkins.

Barnum's genius lay not in discovering how easy it is to fool the public, but rather in how much the public loved to be fooled.

Daniel Boorstin, The Image.

INTRODUCTION: HOW DOES A BUTTERFLY FLAPPING ITS WINGS IN 'PHILOSOPHY 101' CAUSE A THUNDERSTORM IN THE MARKETING FACULTY?

Despite marketing paraphernalia cluttering the conflated corn of postmodernist scribes, postmodernism has yet to have a major impact on the marketing discipline (Brown, 1993, 1995; Firat...

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