Postmodern Discourse in Digital Advertising: A Study on “Deneysel Bankacilik” Advertising Series

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Author(s): Mehmet Yakin (Istanbul Arel University, Turkey)
Copyright: 2021
Pages: 15
Source title: Handbook of Research on New Media Applications in Public Relations and Advertising
Source Author(s)/Editor(s): Elif Esiyok (Atilim University, Turkey)
DOI: 10.4018/978-1-7998-3201-0.ch011

Keywords: Digital Communications / Information Science Reference / Knowledge Management and Library Science / Public Relations

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Abstract

In the postmodern world, ads try to establish an emotional bond between the consumer and the storytelling instead of a classic “Buy it!” expression. One of the most used methods of storytelling in terms of advertising in social media is viral advertising. Viral advertising makes an effort to attract attention to the brand in social media, sometimes by showing the brand, sometimes with an implicit expression. In this study, the process of advertising taking place in the digitalized world and the transition from modern marketing to postmodern marketing will be examined. In the case of “Deneysel bankacılık,” the use of postmodern marketing in digital advertising will be evaluated.

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Postmodern Discourse in Digital Advertising: A Study on “Deneysel Bankacilik” Advertising Series

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