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'''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>{{cite news |author=Alexander Barley|coauthors= |title=Battle of the image |url=http://www.newstatesman.com/node/153475 |quote=Subvertising is an attempt to turn the iconography of the advertisers into a noose around their neck. If images can create a brand, they can also destroy one. A subvert is a satirical version or the defacing of an existing advert, a detournement, an inversion designed to make us forget consumerism and consider instead social or political issues. |newspaper=[[New Statesman]] |date=May 21, 2001 |accessdate=2010-12-09}}</ref> The cultural critic [[Mark Dery]] coined the term in 1991.<ref>{{Cite journal|last=Dekeyser|first=Thomas|date=2020-08-09|title=Dismantling the advertising city: Subvertising and the urban commons to come|url=https://doi.org/10.1177/0263775820946755|journal=Environment and Planning D: Society and Space|language=en|pages=0263775820946755|doi=10.1177/0263775820946755|issn=0263-7758}}</ref> Subvertisements are anti-ads that deflect advertising's attempts to turn the people's attention in a given direction.<ref>{{Cite book|last=Dery|first=Mark|url=https://www.markdery.com/books/culture-jamming-hacking-slashing-and-sniping-in-the-empire-of-signs-2/|title=Culture Jamming: Hacking, Slashing, and Sniping in the Empire of Signs|publisher=Open Media|year=1993|isbn=|location=New York|pages=}}</ref> According to author [[Naomi Klein]], subvertising offers a way of speaking back to advertising, ‘forcing a dialogue where before there was only a declaration.’<ref>{{Cite news|last=Klein|first=Naomi|date=8 May 1997|title=Subvertising: Culture jamming reemerges on the media landscape|work=The Village Voice|url=http://ecumedesjours.com/artjammer.com/jamming_article.html|url-status=live|access-date=}}</ref> They may take the form of a new image or an alteration to an existing image or icon, often in a [[satire|satirical]] manner.
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>{{cite news |author= |coauthors= |title=Clearing the Mindscape |url=http://www.adbusters.org/category/tags/subvertising |quote=So I think that, for me, "subvertising", or "culture jamming", as I call it, is the art of creating a new kind of cool. |newspaper=[[Adbusters]] |date=March 4, 2009 |accessdate=2010-12-09 |url-status = dead|archiveurl=https://web.archive.org/web/20110927050110/http://www.adbusters.org/category/tags/subvertising |archivedate=September 27, 2011 |df= }}</ref> According to ''[[Adbusters]]'', a [[Canada|Canadian]] magazine and a proponent of counter-culture and subvertising, "A well
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.
In 1972, the logo of Richard Nixon's reelection campaign posters was
==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. 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}}
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|url=https://edition.cnn.com/style/article/subvertising-ads-posters-billboards/index.html|title=The hackers using street ads to protest|date=23 March 2018|publisher=}}</ref>
In 2017, Brandalism and other groups of subvertisers founded the collective Subvertisers International.<ref>{{Cite web|last=CNN|first=Kieron Monks|title='Subvertising' hackers are using street ads to protest|url=https://www.cnn.com/style/article/subvertising-ads-posters-billboards/index.html|access-date=2020-08-15|website=CNN|language=en}}</ref> Using billboard hacking and other forms of subvertising, they promote the idea that advertising creates
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"/>
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