POSTMODERN MARKETING – Flashcards
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Postmodernism
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This is a rejection of modernist thought and approach which at its heart contravenes and pokes fun at the existing received wisdom:
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Semiotics
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This is the science of signs and how they convey meaning in their representation:
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Psychological Reactance
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This is when a consumer perceives their freedom to pursue a particular decision alternative is blocked, wholly or partially, and they become more motivated to pursue that decision alternative:
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Postmaterialism
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This emphasises self-expression and quality of life, as opposed to economic and physical security
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Positioning
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This is the way that an audience of consumers or buyers perceive a product or service, particularly as a result of the marketing communications process aimed at a target audience.
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Positivist
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This is a theory of knowledge which ascertains that all genuine enquiry is concerned with the description and explanation of empirical (i.e. observable) facts:
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Pastiche
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This is when something is made up of different parts, especially in relation to music or a picture, or a work of art composed in the style of another, often well-known, author:
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Modernism
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This is a style of thought based on logic and associated with the ideals and assumptions of the Enlightenment period advocating capitalist economic growth and the importance of scientific advancement among other ideals
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Juxtaposition
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This is to place items beside each other, with connotations of contrast. For example, good and evil or nice and nasty
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Irony
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This is to say one thing and mean the opposite, often as a form of humour
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Ethnography
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This approach to research emphasises the collection of data through participant observation of members of a specific sub-cultural grouping in their natural environment
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Deconstruction
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Which of the following is a form of textual analysis used to uncover hidden or 'absent' meanings by breaking the text down into privileged themes?
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Consumerism
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Which of the following is a movement concerned with the protection of consumers', as opposed to producers', interests?
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Use rational appeals
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Which of the following is NOT a distinctive feature of postmodern advertising?
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Culture
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Postmodern marketers seek to put the _________ back into marketing
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Retromarketing
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The iconic Volkswagen (VW) Beetle relaunched in 1998; the New Mini, and the relaunch of the Michelin Man back into advertising are examples of:
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Rational
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Marketers in the past focused on__________ consumer buying motives
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Ethnographies
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Postmodern consumer research uses
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Modern
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This type of consumer research tends to be economic/psychological and micro/managerially focused:
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Post-modern
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This type of research focuses much more on sociological/anthropological paradigms:
