Everything about Subvertising totally explained
Subvertising refers to the practice of making
spoofs or
parodies of
corporate and
political advertisements in order to make a statement. This can take the form of a new image, or an alteration to an existing image. A subvertisement can also be referred to as
meme hack and can be a part of
social hacking or
culture jamming.
According to
AdBusters, a
Canadian magazine and a leading 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've been duped. Subverts create cognitive dissonance. It cuts through the hype and glitz of our mediated reality and, momentarily, reveals a deeper truth within."
The word
subvertising is a
portmanteau of the words "
subvert" and "advertising". Thus, the primary goal of subvertisements, more commonly referred to as
subverts, is often to
sabotage political candidates and
campaigns,
corporations, and other targets.
Liberal and
radical viewpoints tend to dominate subvertising, as one of the ideas behind the concept is to incite
change by presenting easily recognizable and understandable images that can be shocking and even disturbing in their frankness. However, some people believe that subverts that are mockingly reminiscent of corporate or political
symbols are simply giving those symbols undue publicity. People in this school of thought often argue that subverts serve no real purpose, and that, by bringing those icons forward in the public consciousness, subvertising in fact ends up supporting that which it was trying to destroy. Less commonly
, subvertisements are used by conservatives. For example during the
U.S. presidential election of 2000, the Republicans made signs
Sore Loserman, for the Democratic party's candidates
Gore/Lieberman, to express the uncertainty of election results.
According to subvertise.org:
» Subvertising is the Art of Cultural resistance. It is the 'writing on the wall', the sticker on the
lamppost, the corrected rewording of
billboards, the
spoof T-shirt; but it's also the mass act of defiance of a
street party. The key process involves redefining or even reclaiming our environment from the 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.
Further Information
Get more info on 'Subvertising'.
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