Postmodernism impact on the marketing and advertising

1. From Segmentation to Fragmentation:
Markets and Marketing Strategy in the
Postmodern Era
By Marina Decuseara

2. Purpose
● To understand the differences
between modernism and
postmodernism in marketing;
● To identify the intellectual roots
of postmodern marketing and
their implications in marketing
strategies;
● To indicate the characteristics of
postmodern marketing approach;
● To illustrate the impact of
marketing strategy in fragmented
markets.

3. What are the differences ?

4. MODERNISM
Human centred
Rationalism
Materialism
One way media
Modern Marketing

5. POSTMODERNISM
Human centred
Rationalism
Materialism
One way media

6. Postmodern Marketing takes this same philosophical perspective and
applies it to the way advertising initiatives are handled in the current
post-World War II era.
It is approaching or has passed though a new era in advertising,
branding, and strategic brand-thinking.

7. Different customer & Different perceptions
Physical aspects of
products → Conceptual
aspect of products
Objective products →
Subjective products

8. Conditions of Postmodern Culture
HYPERREALITY
FRAGMENTATION
REVERSAL OF PRODUCTION AND CONSUMPTION
Firat
DECENTRALIZATION OF CUSTOMER
JUXTAPOSITIONS OF OPPOSITES
OPENNESS/TOLERANCE
PERPETUAL PRESENT
EMPHASIS OF FORM STYLE
LOSS OF COMMITMENT
ACCEPTANCE OF DISORDER/CHAOS
Van Raaij & Brown

9. SPECIFICATIONS OF POSTMODERN CUSTOMERS
1. Making Identity by the Used Products or Services
2. Individualism
3. Freedom in Selection
4. Expecting Speed in Action and Responsibility
5. Non-Loyalty
6. Information-Centered
7. Expecting More Profit
8. Diverse Ways of Living
with Discordant Value Systems

10. - “Go Forth” commercial is a prime
example of postmodernism in
advertising.
- It is stated that the advert “is a way
to trick the audience by flattering
them into thinking that they can't be
tricked by plain old brand message”.
- The advert uses intertextuality,
irony, lastly it also blurs the lines
between fiction and reality.
Postmodernism advert -
Levi’s

11. The Italian textile company
Benneton is notorious for outdoor
advertising that promotes LOVE or
at least UNHATE.
The campaign is designed "to give
widespread visibility to an ideal
notion of tolerance and invite the
citizens of every country to reflect
on how hatred arises particularly
from fear of 'the other’ and of what
is unfamiliar to us."

12. Intertextuality - Carlsberg has depicted a
pearl in a clam using bottle caps, and a drop
of their beer. This gives the impression that
the beer itself is valuable and precious,
which is explained in the tagline.

14. Thank You!