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Anti-brand communication

In: Pro Logo

Author

Listed:
  • Michel Chevalier
  • Gérald Mazzalovo

Abstract

You have surely been struck, as we have, by the proliferation of hostile graffiti on advertising posters and billboards in the street or in public transportation. “Subvertisement” — the détournement of advertising — is becoming an unavoidable component of our urban landscape. Contemporary artists see it as an esthetic principle. Satirists, on television, regularly subvert familiar spots to make fun of some celebrity or other. Organized activists make wide use of this process to disseminate their boycott calls.

Suggested Citation

  • Michel Chevalier & Gérald Mazzalovo, 2004. "Anti-brand communication," Palgrave Macmillan Books, in: Pro Logo, chapter 0, pages 41-69, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50889-7_3
    DOI: 10.1057/9780230508897_3
    as

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