POP CULTURE IN ADVERTISEMENT: AN ALTERNATIVE FOR BRAND IMAGE DEVELOPMENT IN THE ERA OF POSTMODERN
Keywords:postmodern era, popular culture, image consumption, brand image
AbstractThe meaning of postmodern era has been very relevant when it is related to the 2 (two) things. First, the complexity of market demand which could not be easily rationalized as it has several characteristics of uniqueness, specific, and customized. Second, the growing number of needs and wants which are focusing on "social-oriented" of image recognizition. Enthusiasm of imaging product through symbolizing pop culture has been considered as trend on external environment in the era of postmodern which is urgently on demand of "newness" and "currentness" in a product. The coming of image consumption era has made the facts be very relevant. Marketing will later adopt and form the adaptability which make marketing strategy much directed to develop the "newness" and "currentness" of brand image. This will make brand concerns with how to get dynamics. The implication is that high creativity shown by efforts to use "pop-culture approaches" in packaging marketing communication through advertisement. Image consumption which tend to be placed as consumer's need has been main consideration when image of the product need to be built and developed. Therefore, the pop-culture approaches are also getting very relevant with the efforts to build and develop product image within the context of postmodern era.