Ironic Branding- Ironi til salg

One often heard remark against postmodern advertising is that it is too complicated or confusing and therefore has to brand poorly. In order to conceptualize ‘postmodern advertising’ the pragmatic concept of Ironic Selling Propositions (ISP) is defined and described as well as a series of sub strategies. Two samples of recent Danish television advertising are compared: one with ISP and one without it. The finding is that on average the ads with ironic strategies brands just as well as the non-ironic ads.

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