Socio-cultural discourse of advertising in the formation of post-postmodern

Abstract

Any promo message and advertisement includes a pragmatic component (goods-related discourse) and a social-cultural component (social-cultural discourse). Within the scope of direct advertising, the social-cultural discourse often becomes a latent source of social conflict of different points of view. The article is dedicated to the nuances of perception of the social-cultural discourse in terms of the post-post-modern. The examples of advertisements are from different countries and cultures in order to make a comparison of the perceptions of different social-cultural messages.
For instance, in the whole of Russia only 9% of the population earn incomes above the “middleclass threshold”, while federal TV channels constantly broadcast barely affordable goods and lifestyles onto this low-income audience. This creates an urgent social need for the diversification of the promo campaigns’ content, methods and promotion techniques, which would also allow for an integrating effect. The content of such communications may be built on a post-post-modern basis that is currently displacing the disintegration and eclectics of post-modernism.
This basis includes virtualisation, techno-images, glocalization, and neo-conservative axiology. The greatest challenge in this list for Russia appears to be associated with the development of a glocal style of promo messaging and communications as a whole. The questions of the advertisements` adaptation and localisation are also included in the article.
The author of the article illustrates the research with ten examples of Russian and foreign promo messages from different historical periods.