Advertizing diversion

The advertizing diversion refers to the practice of the Satire or Parodie of the advertizing campaigns and Politique S in order to deform and criticize the original message of it. This can take the form of a new image or deterioration of an existing image. An advertizing diversion can also be an element of social engineering.

Possible definitions of the advertizing diversion

A site militant which with now taken again by a company, subvertise.org at summer one of the first to define the concept of advertizing diversion. For them,

The advertizing diversion is the art of cultural resistance. They are the writings on the walls, the Autocollant S on the Lampadaire S, the reformulation of the texts of the advertizing posters, the parodic Tee-shirt S , but it is also the act of massive challenge of a Fête of street. The principal process implies to redefine, or to even begin again, our environment with the demon of the company|subvertise.org (a new site with taken again the same name)

Etymology and history of the word

The first important groups of diversion are American this is why the direction of the American expression is important.

The American term for advertizing diversion is subvertising which is a Mot-valise made of “subvert” (subversion) and “advertizing” (Publicité).

Objective

Adbusters, a Canadian magazine and one of the principal partisans of the Contreculture and advertizing diversion, carried out a good synthesis of the objectives of this method. “A well conceived diversion imitates the appearance of target publicity, facilitating the traditional double-effect when the spectators realize suddenly that they were deceived. The diversion created a cognitive Dissonance. It slices in the exaggeration and the foil of our mediatized reality and, temporarily, reveals a major truth contained in it. ”

Thus, the original intention of the diversions is often to sabotage the political and advertizing campaigns.

In the Anglo-Saxon world, the liberal and radical try to control the advertizing diversion, because the subjacent idea of this concept is to encourage with the change, by presenting recognizable images easily, entered the unconscious collective, and comprehensible which shock and disturb by their frankness. However some think that to ironically reverse the symbols of companies and policies gives simply to these symbols an undue publicity. The people sharing this point of view often argue that the advertizing diversion does not serve any true goal, and that, by pointing out these icons in the public conscience, the diversion actually ends up supporting what it tried to destroy.

More rarely, of the diversions of publicity are employed by the conservatives. Thus, during the American presidential election of 2000, the republican disguised the signature of the democratic candidate Gore Lieberman as Sore Loserman (literally poor fellow which loses) to express the uncertainty of the results of the election|date=

The diversion of publicity is thus sometimes used at the time of electoral campaigns with an aim of calumniating the adversary or of striking the spirits to obtain voices.

Reference

See too

Movement related: Culture jamming; Antipub; Artivist.
Association of diversion: pink Adbusters
Rabbit of the RATP: “A symbol in prey with the diversions”

External bonds

AdBusters.org
/Memefest, international festival of the radical communication
graphicattack - Bristol-board the U.K. Subvertising
Gallery of Micropamphlets
Diversion of famous marks on the topic of the war (War Inc.)
vidéos Examples of diversions of publicities

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