Tüketim toplumunda postmodern sanat akımlarının reklamdaki yansımaları

Abstract

Postmodernism, which is said to have emerged as a rebellion against modernism, has started to be called with consumer society. On the other hand, advertising in consumer society, strategically gives place to items derived from postmodern art movements in order to appeal target market. This study touches upon how social life is reconstructed in postmodern era and how a new type of consumption culture is created simultaneously. The relation of consumption culture and postmodernism and also development of postmodern art in theoretical and artistic dimensions analyzed in detail. Study refers to the views of Jean François Lyotard and Jean Baudrillard who are pioneers of postmodern thought and explains the reflections of postmodern art movements on advertising with specific examples. The examples of advertisements which were dealt with under the study were examined within the context of postmodern art elements, Lyotard’s and Baudrillard’s postmodern criterias by simulating the real with the simulacrum. Thus the study observed that the advertisements which are created with postmodern art currents largely reflected main criteria of postmodern art and the elements which were emphasised by J. F. Lyotard and J. Baudrillard, two masterminds of the era.