Influenced by some of the research gathered within the written element of the project, I started to look further into examples of advertising campaigns which have used elements of meme aesthetics, online culture and image recontextualisation. The example above, which has been analysed in the essay, reappropriates an online meme to signify great deals within their company. It is also adopted into a printed medium which shows the influence of online culture within society.
From this, I started to analyse other campaigns which utilise online culture to be relatable and humorous to the viewer. Adidas's 'Boss Everyone' campaign for example, borrows elements of meme aesthetics into their TV advert.
'Thug Life Meme'
Similarly, Reebok created a campaign which shares similar aesthetics. They use crude fonts and unpolished graphic design to create a parody of late night television shopping adverts. The outcome makes the audience aware very quickly that the techniques used are intentional which in turn creates humour and reliability.
Other examples of campaign reappropriation include culture-jamming by groups such as Adbusters. This results in an entropic and unpredictable meaning, it conveys a message in direct contention with the original advertisement.
No comments:
Post a Comment