Postmodern discourse in digital advertising: A study on "Deneysel Bankacilik" advertising series

Abstract

In the postmodern world, ads try to establish an emotional bond between the consumer and the storytelling instead of a classic "Buy it!" expression. One of the most used methods of storytelling in terms of advertising in social media is viral advertising. Viral advertising makes an effort to attract attention to the brand in social media, sometimes by showing the brand, sometimes with an implicit expression. In this study, the process of advertising taking place in the digitalized world and the transition from modern marketing to postmodern marketing will be examined. In the case of "Deneysel bankacilik, " the use of postmodern marketing in digital advertising will be evaluated. © 2021, IGI Global.