Modernism/ postmodernism

Modernism and postmodernism do not have specific period of time, rather postmodernism intersects with and permeates late modernity. ‘The term “postmodernity” refer to the experience of living in a postmodern culture. And the upheaval of modernist principles and frameworks that involves.’ (practises of looking, pg251)

Having a look at adverts remade from a postmodernism to modernism approach, we clearly see that when advertising to a postmodern consumer the main idea is to make them look more spontaneous, intimate, and less artificial, in other words I would say the postmodern advertisement is more natural whereas modern advertisements is made to be ‘out in your face’, as technology has developed hugely throughout the years, the advertisements for the modern consumer is more of a ‘made up’ look as it is mostly computer generated and edited to look perfect rather than natural.

Looking at these two advertisement which are made for the brand ‘Levi’s’, we clearly notice the difference of the time in which the adverts were made in. The advert on the top is a new advert who is aimed at modern consumers while it shows off the topless male model doing the impossible on top of the sea, the way this is done by is with the help of technology. Whereas the second advert for the postmodern consumers is in black and white, with a bit of a cowboy effect, giving it a more natural look away from technology and keeping away from the made up look.        

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Reference:

Practises of looking, pg251