Subvertising
The diversion advertising refers to the practice of satire or parody of campaigns advertising and policies in order to distort and criticize the original post. This may take the form of a new image or the alteration of an existing image. Misuse advertising may also be an element of social engineering.
Summary |
An activist site that has now been taken over by a company subvertise.org was one of the first to define the concept of hijacking commercial. For them,
"The diversion of advertising is the art of cultural resistance. These are written on walls, stickers on lampposts , the redrafting of the posters , the t-shirt parodies , but also the act of defiance of a massive street party. The main process involves redefining or even take over our environment to the demon of the company. "
- Subvertise.org (a new site has taken the same name)
Etymology and history of the word
The first large groups of diversion are Americans so the meaning of American is important.
The American term for embezzlement advertising is subvertising which is a portmanteau formed from ( subversion ) and ( advertising ).
Objective
Adbusters , a magazine of Canada and a leading proponent of the counterculture and the diversion of advertising, has made a good summary of the objectives of this method. "A well-conceived diversion imitates the look of the advertising target, facilitating the classic double-effect when viewers suddenly realize they were duped. The diversion created a cognitive dissonance. It cuts through the hype and the glitz of our mediated reality and, momentarily, reveals a deeper truth contained in it. "
Thus, the primary purpose of diversion is often to sabotage political campaigns and advertising.
In the Anglo-Saxon, the Liberals and radicals are trying to control the diversion of advertising, because the underlying idea of this concept is to induce change, presenting images easily recognizable, entered the collective unconscious, and understandable that shock and upset by their franchise. But some think that ironically reversing the symbols of business and policy simply gives these symbols undue publicity. People sharing this view often argue that the diversion advertising serves no real purpose, and that recalling these icons in the public consciousness, the diversion actually ends up supporting what he was trying to destroy.
More rarely, misappropriation of advertising are used by the Conservatives. Thus, during the 2000 U.S. presidential election , the Republicans have distorted the signature of candidate Democrat Gore Lieberman Sore Loserman (literally poor man who loses) to express the uncertainty of election results. Reference Sebastien Darsy, The Age of uncommercials, the influence of advertising and those who fight it, Actes Sud, 2005, ISBN 2782742755356 Bibliography
See also
Related articles
External Links
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