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Brands and burlesque: toward a theory of spoof advertising

Author

Listed:
  • Pierre R. Berthon

    (Bentley University)

  • Leyland F. Pitt

    (Simon Fraser University
    Royal Institute of Technology (KTH))

Abstract

Parody, or spoof advertising, is as old as advertising itself. However, the rise of consumer generated content and its rapid diffusion have created a veritable epidemic of spoof ads aimed at companies and their brands. Brands are increasingly becoming the targets of burlesque. Marketers, faced with a loss of control over their message, are left wondering why some brands are mercilessly ridiculed while others seem impervious and immune. In this paper we address the central question of “which brands are most at risk of being parodied, and why?” To this end we develop a theory of spoof advertising based on the literatures of burlesque, satire, and caricature. We then apply the theoretical model to a well-known spoof ad to illustrate the theory’s explanatory power. Finally, we discuss avenues for future research in this area.

Suggested Citation

  • Pierre R. Berthon & Leyland F. Pitt, 2012. "Brands and burlesque: toward a theory of spoof advertising," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 88-98, December.
    • Handle: RePEc:spr:amsrev:v:2:y:2012:i:2:d:10.1007_s13162-012-0027-4
    DOI: 10.1007/s13162-012-0027-4
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    References listed on IDEAS

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    1. Braunsberger, Karin & Buckler, Brian, 2011. "What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycott," Journal of Business Research, Elsevier, vol. 64(1), pages 96-102, January.
    2. Colin Boyd, 2012. "The Nestlé Infant Formula Controversy and a Strange Web of Subsequent Business Scandals," Journal of Business Ethics, Springer, vol. 106(3), pages 283-293, March.
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    Cited by:

    1. Victoria L. Crittenden & Robert A. Peterson, 2012. "The AMS review: year 2," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 45-47, December.

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