Subvertising
Encyclopedia
Parody
A parody , in current usage, is an imitative work created to mock, comment on, or trivialise an original work, its subject, author, style, or some other target, by means of humorous, satiric or ironic imitation...
of corporate
Corporation
A corporation is created under the laws of a state as a separate legal entity that has privileges and liabilities that are distinct from those of its members. There are many different forms of corporations, most of which are used to conduct business. Early corporations were established by charter...
and political
Politics
Politics is a process by which groups of people make collective decisions. The term is generally applied to the art or science of running governmental or state affairs, including behavior within civil governments, but also applies to institutions, fields, and special interest groups such as the...
advertisements
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. Subvertisements may take the form of a new image or an alteration to an existing image or icon, often in a satirical
Satire
Satire is primarily a literary genre or form, although in practice it can also be found in the graphic and performing arts. In satire, vices, follies, abuses, and shortcomings are held up to ridicule, ideally with the intent of shaming individuals, and society itself, into improvement...
manner. A subvertisement can also be referred to as a meme hack
Meme hack
A meme hack is altering a meme to express a point of view not intended or inherent in the original, or even opposite to the original. The meme can be thoughts, concepts, ideas, theories, opinions, beliefs, practices, habits, songs, or icons...
and can be a part of social hacking or culture jamming
Culture jamming
Culture jamming, coined in 1984, denotes a tactic used by many anti-consumerist social movements to disrupt or subvert mainstream cultural institutions, including corporate advertising. Guerrilla semiotics and night discourse are sometimes used synonymously with the term culture jamming.Culture...
. According to AdBusters
AdBusters
The Adbusters Media Foundation is a Canadian-based not-for-profit, anti-consumerist, pro-environment organization founded in 1989 by Kalle Lasn and Bill Schmalz in Vancouver, British Columbia...
, a Canadian
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
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
Cognitive dissonance
Cognitive dissonance is a discomfort caused by holding conflicting ideas simultaneously. The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance. They do this by changing their attitudes, beliefs, and actions. Dissonance is also reduced by justifying,...
. It cuts through the hype
Hype
Hype may refer to:*A media circus*Hype , 1981 album by Robert Calvert*Hype , American comedy television series*Hype!, documentary about the popularity of grunge rock in the early to mid 1990...
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, the spoof T-shirtT-shirt
A T-shirt is a style of shirt. A T-shirt is buttonless and collarless, with short sleeves and frequently a round neck line....
; but it is also the mass act of defiance of a street party
Street party
A street party can mean any type of social event taking place on a road.In Britain, these have historically been held to commemorate momentous events, such as VE Day or the Queen's Silver Jubilee, with "bunting, trestle tables covered with sandwiches and cakes, and children playing in the street"...
. The key process involves redefining or even eclaiming 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.