Preliminary communication

Postmodern Advertising and Consumerism: a Paradox

John Fox ; Faculty of Hotel Management, Opatija, Croati

Abstract

Endeavouring to better understand postmodern advertising and the resultant puzzle of consumerism of why consumers relinquish commodities which supply their existing satisfactions, this paper compares modern consumer behaviour terminology with Lysias' thesis about love in Plato's Phaedrus. A striking parallel emerges, evoked through the paradox of gratification for physical desire. Our introspection suggests that modern consumerism is simply humankind's turning towards the primitive - to reinhabit core experiences. Understanding the way this phenomenon plays itself out in contemporary life helps us to put together the puzzle of consumerism.

Keywords

postmodern advertising; puzzle of consumerism; Phaedrus; gratification for physical desire; core experiences

Hrčak ID:

154426

URI

https://hrcak.srce.hr/154426

Publication date:

31.12.1998.

Article data in other languages: croatian

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