We have started to look at culture jamming and subvertising which refers to the practice of making spoofs or paradoies of corporate advertisements in order to make a (usually detrimental) statement to the company





--> Original Advert





--> Culture Jam








Here is our attempt at culture jamming and subverting the intended message behind Camel Exotic Blends cigarettes. The attractive girl has been edited to have severe aged wrinkles and not so modelsque as once originally, topped off with a breathing support machine. Her skin has been given a grey tinge as has her hair. We have also changed the writing.

Today we learnt about the idea of interactivity – we entertained the fact that perhaps the term “interactivity” has been manipulated and hijacked by marketing jargon and may lose its significance and that the term is a synonym for other such terms; Choice, Feedback, Discussion, Play.

Pavlik’s (1999) addresses the fact that interactivity is in fact a 2 –way influence. Traditional media and advertising predominantly was one way;

Firm => Content => Medium => Consumer

However consumers are know empowered and can interact with new media and have the ability to produce content, for example the rise of Youtube. Companies are becoming wise of this and are introducing there own “Channels” on the social networking site; HP (http://www.youtube.com/user/hp?blend=1&ob=4) have set up the campaign You on You. This truly emphasizes how the above simple model can be adapted into;

Firm/Consumer => Content => Medium => Firm/Consumer => Content => Firm/Consumer

The times have changed where audiences are passive and merely take in messages from where they’re told to (Hypodermic Needle Theory - http://en.wikipedia.org/wiki/Hypodermic_needle_model ).

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