Raiding the postmodern pantry

Abstract

While analysts of postmodernism have feasted on marketing practices, the marketing discipline has been slow to acquire a taste for postmodernism. Offers marketers a taste of what it has to offer by examining the concept of intertextuality and demonstrating its reliance to advertising texts and their production and consumption. Drawing on a qualitative study of young adults, shows how their descriptions and experiences of particular ads shaped and were shaped by their experiences of other texts. Considers the implications of intertextuality for consumers’ attitudes, involvement and literacy with respect to advertising, for the link between ad and brand consumption, and the relationship between marketing theory and practice.

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