Culture Jamming

Culture jamming is defined by wikipedia, as a “tactic in which an activist attempts to disrupt or subvert mainstream cultural institutions or corporate advertising. Culture jamming is usually employed in opposition to a perceived appropriation of public space, or as a reaction against social conformity.”(http://en.wikipedia.org/wiki/Culture_jamming) I further investigated, and search the web for culture jamming images, and came to the conclusion that culture jamming is essentially a parody of something typical rehashed to convey a message different than the originally implied meaning.

An interesting example I found of this more recent phenomenon was a remixed Cadillac ad. The image of this ad is similar to that of a typical SUV print ad, with the giant gas-guzzler front and centre in a picturesque glacial background. However what makes this image interesting is not the image itself, merely the phrases typed around it. Where readers would usually see phrases highlighting the all wheel drive vehicles praise, and glorifying its stunning performance, viewers are shocked to see a phrase such as “Catastrophic climate change? Not our fault.” Accompanied by a tag line at the bottom stating “The American people want big-ass cars”(http://www.abrupt.org/CJ/ccc.jpg) This clever shift in perspective is obviously a stab at the general public, on the president that they must be the ones to take action when it comes to the climate shift problem. This modified ad implies that car companies will continue to make unnecessarily large all wheel drive vehicles until the public (the American public to be specific) stops purchasing them. The clever alteration of the well-known Cadillac icon also sends a strong message across to all viewing this advertisement. The popular logo has been altered to include horns, as well as basic facial features, which plays off the idea that “We humans are a self-centered race” and that “we assign identities and emotions where none exist, and make the world over in our image.”(McCloud, 32-33) That being said the rehashed Cadillac logo somewhat resembles the devil with its horns, which could symbolize the feelings the modifier has towards American car companies.

This particular ad parody seems to put quite a strong message across to the American population. It takes something as ingrained in our mind as the typical car manufacturers sport utility vehicle advertisement and tips it on end to convey a completely anti-SUV meaning, all whilst taking a stab at the American public along the way.

McCloud, Scott. Understanding Comics: The Invisible Art. New York: HarperCollins, 1993. Print.

"Culture Jamming." Wikipedia. Wikipedia, Web. 24 Nov 2009. .

Abrupt. Web. 24 Nov 2009..

"Catastrophic Climate Change?." Abrupt. Web. 24 Nov 2009.