Postmodernism discovering postmodernism in

Textual Analysis, Demonstrative Connection, Advertising, 1984

Excerpt from Essay:

Postmodernism

Discovering Postmodernism in Advertising

With regard to this task, an advertisement coming from a company known as Patagonia to be used. Patagonia is a company that provides a range of sporting and outdoor tools, along with a vast number of sports and active apparel. Patagonia is an American business that has been in operation for more than three decades. This is a business that commenced as a really small company that provided products for rock climbers that branched to a franchise that supplies gear and clothes for many sports and outdoor activities. In addition to providing equipment and clothing, Patagonia a well-known company, that supports environmentalism and “going green” before it absolutely was the trend that it must be today. Patagonia is focused on environmental understanding, protection, and support in just about every stage of production, which include after the buyer has bought a product from other company.

Postmodernism is a term that came in to circulation in the art, philosophical, and literary worlds for the end from the 1970s. Postmodernism is a condition, perspective, and aesthetic technique that many scholars, artists, and experts claim persists to this day and by description, coexists along with modernism. The paper contends that one with the latest print advertisements for Patagonia evidently demonstrates vital characteristics of postmodernism. Similar is mostly composed of a photograph of a fleece jacket with large, black words superimposed over the jacket that go through: “Do not really buy this kind of jacket. ” With reference to one of the seminal works that describes the postmodern condition by Jean-Francois Lyotard and other text messages, the daily news illustrates crucial components for the postmodern viewpoint and how those characteristics lead to many forms of media and aesthetics, such as in the case of the Patagonia ad. “Do not really buy this kind of jacket” can be described as reference to other postmodern instances of art and design, along with demonstrative of postmodernist qualities in its very own right.

Lyotard, a main authority in postmodernism, contends, as aforementioned, that the transition to a postmodern society was ongoing concurrently while using development of modernism. (Lyotard 1984) One of the primary qualities of postmodernism for Lyotard is an alteration of the status of knowledge in a society in the postmodern age. (Lyotard 1984) Another feature of the postmodern condition pertaining to Lyotard with regards to changes in the relationships to knowledge may be the transformation of knowledge acquisition and learning due to increase technological advancements. Basically, the human relationship to understanding undergoes wonderful change or shift that directly corresponds to the advent of specific press and communication technologies inside the postmodern condition. (Lyotard 1984) There