| LIST OF TABLES LIST OF ADVERTISEMENTS CHAPTER I INTRODUCTION Postmodern Advertising and the Globalization Condition Trajectory of the Book Definitions CHAPTER II POSTMODERNISM, REPRESENTATION, CONSUMPTION, AND ADVERTISING Postmodernism and the Modern-Postmodern Problematic Postmodern Culture, Representation, and Aesthetics Jean Francois Lyotard Jean Baudrillard Frederick Jameson Scott Lash Postmodern aesthetics Postmodernism and Consumer Culture Hyperreality Fragmentation Reversal of production and consumption Aestheticization of everyday life Postmodernism and Advertising CHAPTER III POSTMODERN ADVERTISING AND ITS RECEPTION Defining Postmodern Advertising Key Features of Postmodern Advertising Appropriation Fragmentation Self-reflexivity Spectacularity Postmodern Reading Experience and Advertising Reception Research The postmodern reading experience 1-schizophrenic, depthless fascination The postmodern reading experience 2-productive, critical deconstruction Postmodern advertising reception research CHAPTER IV GLOBALIZATION, CULTURE, AND POSTMODERNISM Globalization Globalization and Culture: Three Paradigms Homogenization Differentialism Postmodernism CHAPTER V GLOBALIZATION AND ADVERTISING Advertising in the Globalization Age: The Standardization vs. Localization Debate Postmodern Advertising and the Global Market CHAPTER VI INTERNATIONAL CONSUMERS IN THE POSTMODERN-GLOBALIZATION CONDITION Postmodern Advertising as a Glocal Strategy-The Target International Consumers Cultural capital Generation Y in the U.S. The Post-1980 Generation in China Traditional Cultural Differences between the U.S. and China Individualism/collectivism High- vs. low-context culture Independent vs. interdependent self-construal CHAPTER VII METHOD Data Collection Projective techniques Procedure Stimuli selection Informants selection Data Analysis CHAPTER VIII RECEPTION OF POSTMODERN ADVERTISEMENTS BY INTERNATIONAL CONSUMERS Reading Strategies Interpreting appropriation Interpreting fragmentation Interpreting self-reflexivity Interpreting spectacularity Brand Meanings and Connotations Concluding Remarks CHAPTER IX CONCLUSIONS Implications and Contributions Limitations and Suggestions for Future Research BIBLIOGRAPHY APPENDIX A A1. INSTRUCTIONS FOR DIESEL ADVERTISEMENT A2. INSTRUCTIONS FOR LEVI'S ADVERTISEMENT A3. INSTRUCTIONS FOR BENETTON ADVERTISEMENT APPENDIX B BACKGROUND QUESTIONNAIRE APPENDIX C INFORMANT DEMOGRAPHICS INDEX |
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