서브버전

Subvertising
같은 내용을 가진 두 개의 광고판; 오른쪽에 있는 광고판은 파손된 후 전복되는 예다.
그린피스에 의해 전복된 엑손모빌 로고.
다음에 대한 시리즈 일부
반소비주의
이론과 아이디어
주목할 만한 작품
조직 및 그룹
사람
관련 사회 운동
참고 항목

서브버타이징(subvertising, 광고의 portmantau)은 스푸프나 기업 및 정치 광고의 패러디를 만드는 관행이다.[1] 문화평론가 마크 데리는 1991년에 이 용어를 만들었다.[2] 전복은 사람들의 관심을 특정 방향으로 돌리려는 광고의 시도를 비껴가는 반(反)[3]애드다. 저자 나오미 클라인에 따르면, 전복은 '종전 선언이 있었을 때 대화를 강요한다'[4]는 광고에 대해 말대꾸하는 방법을 제공한다. 그들은 종종 풍자적인 방식으로 새로운 이미지의 형태나 기존의 이미지나 아이콘의 변경의 형태를 취할 수 있다.

전복은 밈 해킹이라고도 불릴 수 있으며, 사회 해킹, 광고판 해킹 또는 문화 교란 등의 한 부분이 될 수 있다.[5] 캐나다 잡지 애드부스터스에 따르면 잘 제작된 '전향'은 타깃 광고의 모양과 느낌을 그대로 흉내내며 시청자들이 갑자기 속았다는 것을 깨닫는 순간 고전 '이중 테이크'를 홍보한다고 한다. 서브버트는 '우리 매개 현실의 과장된 현실과 현란한 현실'을 통해 '내부의 더 나쁜 진실'을 드러내는 명백한 목표를 가지고 인지 부조화를 일으킨다.[citation needed]

Subvertising is a type of advertising hijacking (détournement publicité), where détournement techniques developed in the 1950s by the French Letterist International and later used by the better-known Situationist International have been used as a contemporary critical form to re-route advertising messages.

In 1972, the logo of Richard Nixon's reelection campaign posters was subverted with two x's in Nixon's name (as in the Exxon logo) to suggest the corporate ownership of the Republican party.[6][7]

Notable instances

In Sydney, Australia in October 1979, a group of anti-smoking activists formed a group called B.U.G.A.U.P. and began altering the text on tobacco billboards to subvert the messages of tobacco advertisers, although advertisements for other unhealthy products were also targeted.[8]

On November 6, 2008, The Yes Men recruited thousands of social activists to hand out 100,000 copies of a spoof New York Times newspaper set six months in the future. The goal was to utilize a tangible and trusted medium, the New York Times, to argue for a particular future.[example needed] Other groups involved with this project included Anti-Advertising Agency, Code Pink, United for Peace and Justice, May First/People Link, and Improv Everywhere.[citation needed]

At the 2015 Paris COP21 climate conference, the collective known as Brandalism installed 600 posters that attacked what they perceived as the hypocrisy of corporate sponsors.[9]

In 2017, Brandalism and other groups of subvertisers founded the collective Subvertisers International.[10] Using billboard hacking and other forms of subvertising, they promote the idea that advertising creates unhealthy body images, impacts democracy negatively, and sustains a culture of consumerism that takes a heavy toll on the planet.

Around 2018, a group in London called Legally Black changed the race of the characters in Harry Potter posters from white to black.[9]

See also

References

  1. ^ Barley, Alexander (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.
  2. ^ Dekeyser, Thomas (2020-08-09). "Dismantling the advertising city: Subvertising and the urban commons to come". Environment and Planning D: Society and Space: 0263775820946755. doi:10.1177/0263775820946755. ISSN 0263-7758.
  3. ^ Dery, Mark (1993). Culture Jamming: Hacking, Slashing, and Sniping in the Empire of Signs. New York: Open Media.
  4. ^ Klein, Naomi (8 May 1997). "Subvertising: Culture jamming reemerges on the media landscape". The Village Voice.
  5. ^ "Clearing the Mindscape". Adbusters. March 4, 2009. Archived from the original on September 27, 2011. 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.
  6. ^ "Exxon Victorious". Time. March 5, 1973. Archived from the original on February 5, 2008. 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'.
  7. ^ "Sore-Loserman: From political parody to charity's windfall. CNN. 4 Dec. 2000". Archives.cnn.com. Retrieved 2014-03-29.
  8. ^ "Civil Disobedience and Tobacco Control: The Case of BUGA UP, Simon Chapman" (PDF). Tobacco Control Vol. 5, No. 3, 1996. Retrieved 6 December 2019.
  9. ^ a b "The hackers using street ads to protest". 23 March 2018.
  10. ^ Monks, Kieron. "'Subvertising' hackers are using street ads to protest". CNN. Retrieved 2020-08-15.

External links