Postmodern durumun bir habercisi: Çağdaş reklamcılıkta sözel ve görsel retorik

ABSTRACT A VANGUARD OF POSTMODERN CONDITION: VERBAL AND VISUAL RHETORIC IN CONTEMPORARY ADVERTISING Başak Şenova M.F.A. in Graphical Arts Supervisor: Assist. Prof. Dr. Mahmut Mutman September, 1995 The purpose of this study is to investigate the intersections of rhetoric in advertisements with the postmodern condition and to determine if postmodern condition reflects itself in advertisements. In this context, semiological framework is taken as an approach to analyze the aspects concerning postmodern issues in advertising discourse. Finally, it draws attention to consequences of postmodern advertising in respect of contemporary cultural condition. Keywords: Advertising, Postmodern Condition, Rhetoric, Semiology, Schizophrenia.