POSTMODERN ADVERTISING AS A WAY TO PROMOTE THE BRAND

In the article, modern advertising is studied as a result of the interaction of cultural and economic features of postmodern society, which determines all the components of the advertising product, its new functions and goals, among which such an important strategic asset as a brand acquires importance in the economy of impressions. Postmodern techniques in modern advertising are considered. Methods of postmodern advertising are analyzed on the example of “white” brands: jeans “Levis” and sneakers “Nike”. Conclusions are made about the effectiveness and popularity of non-traditional advertising content, as well as about its understanding and acceptance by the modern user under the condition of quality performance. Postmodern advertising in recent years has begun to receive the status of a special direction in this area, which has its own style, language, image system, methodology and philosophy, tools and technology. In general, postmodern advertising can be described as a type of advertising activity that uses the principles of postmodernism. Postmodern advertising departs from the usual single-vector images, unambiguous meanings and increasingly-from the direct display of the real object, which is devoted to the advertising campaign. A possible consumer of the product is attracted to a game that can intrigue him and give him the opportunity to test his own creative abilities, the ability to think associatively, IQ, etc.