الإشهار و خطاب ما بعد الحداثة و رمزية الاستهلاك

Abstract EN

This article is about advertising and post-modernity discourse in the shade of world mutations and the emergence of a globalized policy promoting consuming culture within cultural industries.

Advertising being the raison d'être of culture industries, thus it aims at modelling the consumers' tastes through the mass media particularly an advertising discourse as universal discourse unifying the consumption mechanisms.