culture jamming - the art of subvertising

Subvertising is a fascinating cultural phenomenon.  I've always been a huge fan of parodies and satire, so it was very interesting for me to investigate this method of "cultural resistance".

Adbusters was a rich resource of altered advertisements.  I was proud to discover that they're Canadian (the organization was founded in BC 30 years ago) and the ones behind "Buy Nothing Day", the anti-consumerist take on Black Friday.

Here is one of my favorite Adbusters subvertisements:

This is a remake of a popular Calvin Klein perfume advertisement featuring a young Kate Moss:

In the original ad, Kate is stretched out naked on a sofa, her bare skin offered up to the male gaze.  The ad is very simple:  black & white, naked woman, logo.  CK relied on the classic technique of using sex to sell their product.  In this case, the product is a cologne for men.  By using a naked woman in the ad, they're ensuring that they will capture the attention of men long enough for the brand's logo to imprint itself in their minds.

Adbusters remade the ad into a chilling commentary about the fashion world.  The original CK ad works by directing the male gaze towards Kate Moss's naked body - the word "Obsession" takes up about a fifth of the ad space and it seems to indicate that this is the kind of woman that men would be obsessed with.  She is beautiful, young and tiny.  Kate Moss was the signature model of the "heroin chic" trend originally started by Calvin Klein's underwear ads that featured her image in a bra and panties, under a size zero, hipbones protruding.  These billboards were ubiquitous in the 90s and I remember seeing them plastered all over New York City.

The Adbusters took note of the super-thin models that CK keeps using in their ads and decided to show us the most negative consequences of featuring such an impossible standard of beauty.  It's a well known fact that in the "heroin chic" days, many models suffered from eating disorders and drug addictions, and that is pretty much the only way to keep your size below zero.  By promoting such an awfully unhealthy body image, the fashion industry was contributing to low self-esteem and eating disorders among regular women.  If you want to be an "Obsession for men", a size zero supermodel, then you might end up with another obsession of your own.  The Adbusters remix features a thin woman hugging the toilet to indicate that she is bulimic.  This is a very disturbing image, especially because of the woman's spine poking through her skin - she is already so thin, but her overwhelming desire for perfection is still driving her to purge what she eats.  This subvertisement is an effective way to demonstrate the effect that super-thin models in advertising can have on impressionable young women.

This example of culture jamming isn't as sophisticated, but it is also effective.  It looks like some "jammers" covered an advertisement with white paint and sprayed their message over it.  They get to the point, calling out advertisers on their obvious marketing tactics.  I wouldn't be surprised if the poster underneath was originally an ad for Coors Light beer.

I really love this next image by Adbusters, superimposing a wide variety of corporate logos over the words "organized crime".  Clearly the message here is that these corporations are considered "criminal" by these subvertisers - in what way?  Their shady marketing techniques?  Their questionable business practices?  The way they always seem to separate us from our money whether we like it or not?  This image makes you think, not only about the advertisements that these corporations put forth but also about the other aspects of the businesses (sweat shops, fair wages, cultural values, the images in the media, pushing brand loyalty, etc.).

I'll end this post with an interesting video I found about subvertising.  They feature a hilarious example of culture jamming - covering the obviously Photoshopped billboards with images of the toolboxes from the software.  They're pointing out the reality of the image:  "Don't feel bad about yourself, remember it's not real anyway."  These three singers look amazing, sure, but it's important to remember that their faces have been retouched to hell and back.  Young girls may see these images and forget that what they're looking at is an illusion.  This clever subvertisement ensures that they won't forget... at least not this time.

the semiotics of gender ads

After reading "Signs of the Times" and considering the significance of the female form as a symbol in advertising, I tried to think of the most outrageous representation of womanhood that I've seen in an ad.  There are countless examples but I've decided to talk about one of the most controversial:

This advertisement for Dolce & Gabbana has been extremely controversial because of its depiction of glamorized gang rape.  5 men, 3 of them in various states of undress, surround a helpless woman being held down by her wrists on some kind of platform.  All five of the male gazes are directed at her body.  The man in the center has a very dominating pose, bending over her and staring directly into her face.  The woman seems weak and submissive - she doesn't look at any of the men who are crowding around her, instead she looks off to the side.  Her indirect gaze seems to communicate a sense of fear.  The woman's body is the focus of the advertisement but she has no control over it.

The female body is always used to sell, but at least the women we see in advertisements are depicted as having some kind of control over their bodies most of the time.  This ad hits a nerve because of the fact that the advertisers are blatantly using her body to sell their brand and putting her in a powerless position at the same time.  The men's attitude seems to indicate that they find this lack of power arousing in some way, that it is desirable for a woman to be completely under their control.  Most women will not like this ad; it was even banned in Spain after generating a great deal of controversy.

I'm not sure how this is supposed to sell clothing or even promote a positive image for D&G.   It seems to me that they were mostly concerned with "shock value" and connecting the idea of sex with the brand but this wasn't the right way to go about it.  Instead of seeming kinky, the photo just comes across as dangerous (and not in a good way).  Since the implied sex act seems to be nonconsensual, the ad reeks of violence instead of sexuality.  However, the ad was successful in capturing everyone's attention and getting people to talk about the brand.  D&G knows that sex sells, even when it's wild and violent.

intertextuality in advertising

Trying to think of advertisements that feature intertextuality was easier for me.  I've always paid attention to ads that reference other things I like, such as this Adidas advertisement:





This ad is great since it perfectly recreates so much of the classic cantina scene from "Star Wars: Episode 4".  Fans of the movie will automatically enjoy the reference and the ad will be very memorable for them.   By using characters and clips from the original movie and rewriting parts of the scene, the advertisers are mixing the old and the new to create both a sense of nostalgia and novelty, connecting these positive feelings to their brand.


Adidas takes it a step further with appearances by major celebrities such as Daft Punk, David Beckham and Snoop Dogg.  By using stars with such broad appeal, they're guaranteeing that this ad will attract a lot of attention; they take this opportunity to reinforce the branding by dressing the stars in Adidas gear.  The three-stripe logo flashes across the screen with regularity.  There is also some cross-promoting with the World Cup and that topical appeal adds to the commercial.


This next ad is a fun example of intertextuality relating to the political world:

Veet took a witty jab at the former POTUS by publishing this ad in the Daily Telegraph right after President Obama was elected.  The double meaning of the word "Bush" serves to make a topical joke and sell the product.  Either way, the brand makes us giggle and this ad succeeds in making its mark.  As always, a good sense of humor goes a long way. 

ads that don't seem like ads

I had a hard time coming up with ads that don't seem like ads, and I suppose it makes sense because these are marketing campaigns that might fly under our radar. Sometimes an advertisement can grab our attention without us even realizing that we just saw an ad.

The two types of "camouflaged" advertising that I thought of were guerrilla marketing and musical crossovers.

I came across Snoop Dogg's "Oh Sookie" music video when a friend sent me a link as it was a viral video making the online rounds.  To the casual observer it may seem like Snoop Dogg just decided to write a song about his infatuation with a girl, but the whole thing was set up by HBO to be a viral marketing campaign for their TV series "True Blood".  

Even though this appears to be a normal music video, it's actually an extended advertisement.  Snoop makes many references to the TV series in his video: playing clips from the show in the background, dressing the dancers in Sookie Stackhouse outfits (complete with blonde ponytail wigs), mentioning key locations from the show (Bon Temps, Louisiana and Merlotte's bar where Sookie works), even wearing a t-shirt that reads "I ♥ Sookie" with a True Blood logo underneath.  There is anchoring at the end of the music video to remind you to watch True Blood on Sundays at 9pm on HBO.

In many ways, this "music video" ad is more effective than a traditional ad.  A typical ad for a TV show might include some clips from the show put together like a movie trailer, and a voiceover that gives us a brief outline of the plot as well as the details of when and where you can watch the show.  These types of TV show ads are common and easily forgettable.  By making a music video with a popular rap star, HBO is doing something different which ensures that viewers will remember this ad.

Another benefit of using a celebrity to promote the show is that HBO might attract new viewers within Snoop Dogg's fan base.  If they hear their favorite rapper just released a new song, they'll go look for it on YouTube and watching the video might make them interested in watching the show.

The great thing about using music in an advertisement is the "catchiness" factor - songs can easily get stuck in people's heads, and if you use a song in an ad then those people will remember the message of the advertisement every time they think of that song.  A strong connection is made.  Entertaining ads always make more of a positive impact in the viewers' minds, and Snoop's video with all of its references, jokes and puns, does very well in this regard.  If an advertisement is entertaining rather than blatantly pushing a product, then viewers will like it for its own merits and they will spread it around to friends and family - this viral marketing is now extremely important as word of mouth is the most valuable form of promotion.


This next advertisement generated its share of viral promotion:

To promote the exclusive thrillers and horror films on the 13th Street TV channel, the bathroom of a nightclub in Hamburg was specially prepared. Just after a patron enters the bathroom, the light suddenly goes out and the room is bathed in black light. A bloody crime scene becomes visible on the floor and walls, and this slogan appears on the mirror: "See what others don't see. 13TH STREET. The Action and Suspense Channel." 

This guerilla marketing technique was pretty powerful.  Not only did they leave a permanent impression on the people who walked into that bathroom but their innovative method made waves online and the story of this ad spread virally.

These ads that don't seem like ads can go unnoticed, but when you notice one, it'll really make an impact.  By taking advertising in new directions and surprising us with innovative methods, these advertisers are ensuring that their brand and message will be remembered through the years.

comparison of two ads - sportswear

This has to be one of my favorite advertisements of all time - Nike always has some of the best ads in the business and I love their inspirational message.

The commercial begins with medical documents being signed; they look like some kind of release forms and the word "hemmorage" is clearly visible.  The silence conveys a sombre mood.  A woman wakes up and sad piano music starts to play as she gets in her taxi and goes to the doctor to prepare for her surgery.  With a marker he goes over every "imperfect" part of her body and outlines the flaws:  cellulite, curves, extra fat.  It is obvious from her expression that the woman feels uncomfortable in her little hospital gown.  As she is being prepped for surgery in the OR there is recurring, disturbing imagery of a machine slicing ham.  The woman looks around at those about to cut her open and jumps off the operating table as an energetic Latin beat starts to play.  She dances down the hallways and is joined by a group of women; they shed their hospital gowns and put on their Nike workout clothes to dance their way out of the plastic surgeon's office.


For those that can understand the lyrics, they contribute a great deal to the message of the advertisement.  My guess is that the song was written for the Nike ad, it just fits too well.  Basically the song's lyrics are about the desire for a better body without wanting to "plastify" oneself: I don't want to diet, I don't want surgery, we are women and we should move, your knife won't go anywhere near me, move, dance, sweat it out if you want to be hot.


There is no mention of the clothing itself, its features or its look.  The point of the advertisement is to promote a healthier body image - you don't need plastic surgery to be sexy, if you want to improve your body, then just move it.  Sure, this message conveniently plays into the company's best interests (if women are going to move, then they need workout clothes to move in) but I think this advertisement really speaks to women in the sense that it perfectly expresses female insecurities and responds to them by sending an empowering message.


The commercial ends with an image of the plastic surgeon's marker melting away in sweat with the tagline "body by dance" and the company logo for anchoring.  Very effective if you ask me - after watching the ad I feel inspired and energized to go sweat it out at the gym.


This next ad is for my favorite Canadian brand - lululemon!





This ad is simple and effective - a black and white video of an aerial dancer working on the ribbons wearing lululemon gear.  Her dancing is beautiful and she looks comfortable thanks to the easy movement of the lululemon clothing.  This ad has more of a focus on the actual product but there is no hard selling, no voiceover and no endorsements.  It ends in a similar way with the company logo for anchoring but no tagline, as if the company wants to say that the clothing should speak for itself.  Basically they are sending the message that if this acrobat can perform these crazy movements in a lululemon outfit, then you can do anything too, and you'll still be comfortable.  I think it is effective - this ad makes me want to put on my yoga pants and have a good stretch.


What I love most about both of these ads is that they feature strong, beautiful women who are proud of their bodies even though they may have more muscle or cellulite than the feminine ideal we usually see in the media.  They promote fitness and positive body images - instead of showing us a woman we can't relate to who makes us feel bad about ourselves, they present an image that women would rather aspire to.  I think this method of selling to women works far better as I eventually get resentful of the skeleton-like 15-year-olds in magazines, but these strong, happy, and healthy women inspire me instead of depressing me.

comparison of two ads - coffee-shops

For this comparison I chose coffee-shops as I spend a lot of time in them but haven't really thought about their advertising methods until now.

First we'll take a look at a TV commercial for Starbucks:



The commercial starts with the image of a regular guy sitting at a table sipping his Frappucino, "Come Fly WIth Me" playing in the background.  A cute blonde girl reaches into the fridge for a Mocha, the music swells, and suddenly she sees the real Michael Bublé serenading her everywhere.  The regular guy turns into Bublé, his magazine cover comes to life, Bublé is a window-washer, the delivery man with a bouquet becomes Bublé with a rose just for her.  This commercial really tries to sell escapism in a bottle - the idea that if you purchase this chilled coffee drink you'll be able to "fly away" from your boring routine and take a more fulfilling break.  They don't ever mention the drink itself or how it tastes.  There is anchoring at the end of the commercial:  "Starbucks Frappucino coffee drink.  It's you time."

This anchoring emphasizes the branding and the message that getting a Starbucks drink will take you on a mini-vacation.

The next TV ad is for another favorite coffee-shop of mine, Second Cup:



It's interesting how similar this ad is, even though it's from the year 2000 and the Starbucks ad came at least 5 years later.

The commercial is short and simple - a woman sits in a crowded shop sipping her coffee, a voiceover relating her thoughts, as she makes a few observations about the people around her.  She wonders about another woman's accent, a couple sitting nearby, and an attractive man.  The screen goes black and words in white appear at the bottom of the screen, the tagline "take a second for yourself", anchoring the message of the commercial.  It ends with the company logo appearing in a cup of black coffee.

Again, there is no reference to the product itself or how it tastes.  It is interesting when the food industry produces ads that don't actually mention food but these ads work by giving you a sense of how you feel when you're consuming the food.  This woman is in a busy coffee-shop but she is still and quiet, her voice in the voiceover is calm and soothing, she sips her coffee slowly and seems to be relishing it - this indirectly communicates that the coffee is tasty. Second Cup wants to draw in customers by painting a picture of a coffee oasis that you can escape to during your busy day.

The Starbucks ad works on the same level, emphasizing the relaxing feeling of drinking a Frappucino instead of how the drink actually tastes.  These ads work by selling an image of a lifestyle instead of promoting their product.

list of ads seen in 1 day

Friday the 17th of September

I don’t have a TV right now and I'm switching providers so there's no internet hooked up in my apartment yet - my exposure to advertisements has been somewhat reduced lately.  However, I took down a list of ads I saw on my way to school on Friday as well as some ads in one of my magazines.

On the 8 bus:

- AccessOn.ca (promoting workplace accessibility for those who have disabilities)

- Grand River Car Share (car pooling program in KW)

- “Poetry on the Way” featuring “Running Child” poem

- child abuse awareness poster

- February “heart month” Heart & Stroke foundation ad

- Birthright ad

The ads on the bus were all promoting services and charities instead of trying to sell products.

Vogue magazine:

- lost count of the fashion ads (Gucci, D&G, Chanel, Louis Vuitton, Marc Jacobs, Chloe, Coach, Fendi, Vera Wang, etc.) - mostly full page ads featuring a selection from this season’s collection and a bold print of the logo

- jewelry (Cartier, Van Cleef and Arpels, De Beer’s, Tiffany, Swarovski, etc.)

- cars (BMW, Lexus, Range Rover, Toyota, VW, etc.)

- services (Visa, American Express, Mastercard, resorts, magazine subscriptions, Starbucks)

The magazine mostly features ads for different fashion houses, jewelry makers, car dealers and accessories designers.  Services take a backseat to fashion although there weren't many ads for foods.