Subvertising
Subvertising is a portmanteau of subvert and advertising. It refers to the practice of making spoofs or parodies of corporate and political advertisements.[1] Subvertisements may take the form of a new image or an alteration to an existing image or icon, often in a satirical manner. A subvertisement can also be referred to as a meme hack and can be a part of social hacking or culture jamming.[2] According to AdBusters, a Canadian magazine and a proponent of counter-culture and subvertising, "A well produced 'subvert' mimics the look and feel of the targeted ad, promoting the classic 'double-take' as viewers suddenly realize they have been duped. Subverts create cognitive dissonance. It cuts through the hype and glitz of our mediated reality and, momentarily, reveals a deeper truth within."
History
In 1972, the logo of Richard Nixon's reelection campaign posters were subvertised with two x's in Nixon's name (as in the Exxon logo) to suggest the corporate ownership of the Republican party,[3][4] the spoof T-shirt; but it is also the mass act of defiance of a street party. The key process involves redefining or even reclaiming one's environment from a perceived corporate beast. Subvertising is sometimes also used by political campaigners in order to slander their opponents or reach the minds of the public to gain support.[citation needed]
See also
References
- ^ Alexander Barley (May 21, 2001). "Battle of the image". New Statesman. Retrieved 2010-12-09.
Subvertising is an attempt to turn the iconography of the advertisers into a noose around their neck. If images can create a brand, they can also destroy one. A subvert is a satirical version or the defacing of an existing advert, a detournement, an inversion designed to make us forget consumerism and consider instead social or political issues.
{{cite news}}: Cite has empty unknown parameter:|coauthors=(help) - ^ "Clearing the Mindscape". AdBusters. March 4, 2009. Retrieved 2010-12-09.
So I think that, for me, "subvertising," or "culture jamming," as I call it, is the art of creating a new kind of cool.
{{cite news}}: Cite has empty unknown parameter:|coauthors=(help) - ^ "Exxon Victorious". Time. March 5, 1973.
One sure sign that Exxon has arrived as a brand name is that it has become the butt of cartoonists' jokes. For example, a cartoon in Mad magazine shows a picture of the White House with a sign overhead emblazoned Nixxon. The caption: 'But it's still the same old gas.'
{{cite news}}: Cite has empty unknown parameter:|coauthors=(help) - ^ Sore-Loserman: From political parody to charity's windfall. CNN. 4 Dec. 2000.