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[[File:Where is your family - due process.jpg|thumb|Two billboards with the same original content; the billboard on the right is an example of subvertising after being vandalized.]]
[[File:Exxtreme Droughts.jpg|thumb|The [[ExxonMobil]] logo as subverted by [[Greenpeace]].]]
{{Anti-consumerism|Theories}}
'''Subvertising''' (a [[portmanteau]] of ''[[subversion (political)|subvert]]'' and ''advertising'') is the practice of making spoofs or [[parody|parodies]] of [[corporation|corporate]] and [[politics|political]] [[advertising|advertisements]].<ref name="state">{{
A subvertisement can also be referred to as a [[meme hack]] and can be a part of [[social hacking]], [[billboard hacking]] or [[culture jamming]].<ref>{{
Subvertising is a type of ''advertising hijacking'' (''détournement publicité''), where [[détournement]] techniques developed in the 1950s by the French [[Letterist International]] and later used by the better-known [[Situationist International]] have been used as a contemporary critical form to re-route advertising messages.
==Notable instances==▼
In 1972, the logo of Richard Nixon's
In [[Sydney]], [[Australia]] in October 1979, a group of anti-smoking activists formed a group called [[Billboard Utilising Graffitists Against Unhealthy Promotions|B.U.G.A.U.P.]] and began altering the text on tobacco billboards to subvert the messages of tobacco advertisers, although advertisements for other unhealthy products were also targeted.<ref>{{
▲==Notable instances==
▲In [[Sydney]], [[Australia]] in October 1979, a group of anti-smoking activists formed a group called [[Billboard Utilising Graffitists Against Unhealthy Promotions|B.U.G.A.U.P.]] and began altering the text on tobacco billboards to subvert the messages of tobacco advertisers, although advertisements for other unhealthy products were also targeted.<ref>{{cite web|url=https://www.crossart.com.au/images/pdfs/Buga%20Up-Simon%20Chapman-1996.pdf|title=Civil Disobedience and Tobacco Control: The Case of BUGA UP, Simon Chapman|publisher=Tobacco Control Vol. 5, No. 3, 1996|access-date=6 December 2019}}</ref>
On November 6, 2008, [[The Yes Men]] recruited thousands of social activists to hand out 100,000 copies of a spoof ''New York Times'' newspaper set six months in the future.<ref>{{Cite web |last=Chan |first=Sewell |date=2008-11-12 |title=Liberal Pranksters Hand Out Times Spoof |url=https://archive.nytimes.com/cityroom.blogs.nytimes.com/2008/11/12/pranksters-spoof-the-times/ |access-date=2024-01-17 |website=City Room |language=en}}</ref> The goal was to utilize a tangible and trusted medium, the ''New York Times'', to argue for a particular future
At the 2015 Paris COP21 climate conference, the collective known as [[Brandalism]] installed 600 posters that attacked what they perceived as the hypocrisy of corporate sponsors.<ref name="cnn.com">{{Cite web |date=23 March 2018 |title=The hackers using street ads to protest |url=https://edition.cnn.com/style/article/subvertising-ads-posters-billboards/index.html}}</ref>
▲On November 6, 2008, [[The Yes Men]] recruited thousands of social activists to hand out 100,000 copies of a spoof ''New York Times'' newspaper set six months in the future. The goal was to utilize a tangible and trusted medium, the ''New York Times'', to argue for a particular future.{{example needed|date=August 2019}} Other groups involved with this project included [[Steve Lambert|Anti-Advertising Agency]], [[Code Pink]], [[United for Peace and Justice]], [[May First/People Link]], and [[Improv Everywhere]].{{Citation needed|date=April 2019}}
Around 2018, a group in London called Legally Black changed the race of the characters in Harry Potter posters from white to black.<ref name="cnn.com" />▼
In 2022, billboards in London, Bristol, Manchester, Sheffield, Brighton, and 11 other European cities, were hijacked to highlight the role of airline emissions in the [[Climate crisis]]. They highlighted the large [[carbon footprint]] of flying, that the majority of flights are taken by a tiny fraction of the total population, and that airlines have missed all but one of the industry’s self-imposed [[sustainability]] targets.<ref>{{Cite web |date=2022-09-22 |title=Activists subvert poster sites to shame aviation and ad industries |url=https://www.theguardian.com/environment/2022/sep/22/activists-subvert-poster-sites-aviation-ad-industries-airline-emissions-climate-crisis |access-date=2022-09-23 |website=the Guardian |language=en}}</ref>
▲Around 2018, a group in London called Legally Black changed the race of the characters in Harry Potter posters from white to black.<ref name="cnn.com"/>
==See also==
{{div col|colwidth=18em}}
*{{annotated link|Steve Lambert}}
*[[Criticism of advertising]]▼
*{{annotated link|Brandalism}}
*[[Culture jamming]]▼
*''[[Czech Dream]]''▼
*[[Doppelgänger brand image]]▼
*[[Hungarian Two-tailed Dog Party]]▼
*{{annotated link|Darren Cullen (cartoonist)}}
*''[[Wacky Packages]]'' (humor)▼
▲*[[Code Pink|CODEPINK]]
*[[United for Peace and Justice]]▼
*{{annotated link|Meme hack}}
▲*[[May First/People Link]]
▲*[[Improv Everywhere]]
▲*[[Iara Lee|Cultures of Resistance]]
{{div col end}}
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[[Category:Promotion and marketing communications]]
[[Category:Derivative works]]
[[Category:Cultural activism]]
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