A Study on Post-Modernism Phenomena Represented in Advertisement

Ryu Eun Kung (Major in visual Design Dept, of applied arts Graduate School of Hanyang University)

The Purpose of this study is to classify the characters of post-modernism represented in internal and external advertisements in to Patterns and to analyze the consumers' responses to traditional advertisement and post-modernism advertisement by questionnaire.

Advertisement and post-modernism, is a new value system against modernism pursuing a rational, formal and reasonal value, and means something broken and innovating, sloughed off an old custom. The advent of post-modernism broke an old custom in our society and built up the public culture without formality. This means the chance of modern life and culture.

In modem culture, post-modernism is well shown in advertisement.

Advertisement is mirror of the day and manifests the way of thinking and the emotion of contemporaries. In addition, it is a part of public culture adopted naturally and spontaneously in life. Traditional advertisement was limiter to the persuasive communication but post-modernism advertisement has show the cultural phenomena in addition. Therefore, it is necessary to understand Post-modernism advertisement in these two point.

In this study, 100 questionnaires were analyzed to examine the degree of advertisement image recognition. Variables for the degree were classified into 10 items. Fashion, sundries in traditional advertisement and fashion. Benneton in post-modernism advertisement were presented each.

As the result of this study, consumers prefer post-modernism advertisement to traditional advertisement. They also show reactions to the one faster then the other. According to these analyses, post-modernism advertisement has good effect on consumers and it will be lasted for the time being.