ANTI-CONSUMPTION ADVERTISING DESIGNS: EXAMPLES OF CULTURE JAMMING AND SUBVERTISING

Abstract

Consumption, made to meet the needs, takes various forms as a concept. Consumption for physical and psychological needs constitutes the two main forms of consumption in this context. Nutrition, dressing, and shelter are included in physical needs, while feelings of love, satisfaction, and approval are included in psychological needs. The consumer is surrounded by unlimited products and desired items and is driven to consumption. Advertising, which is extremely useful media for the consumption system, conveys consumption messages to the masses. Advertising, which encourages consumption and perpetuates the act of consumption, reinforces the continuity of the capitalist ideology. Advertisements convey messages that will sell instead of clear and accurate information about the product and brand. This deception has given birth to a movement considered "culture jamming and subvertising." It conveys the destructiveness of capitalism and advertisements and the real effects of brands and products to the masses with poster designs. Culture jamming aims to raise consumer awareness and is an act of resistance against consumption. Acts of culture degradation take place by redesigning and re-circulating the original posters of brands. The study aims to analyze the examples of "culture degradation and sub-advertisement," which design advertisement designs to convey a different message without taking them out of context from a semiotic framework. Concepts and definitions from a historical perspective are combined through consumption culture and ideology. The study sample consists of the designs on the adbuster.org site, which contains the mission and purpose of the movement. The visuals analyzed within the scope of the study were discussed in terms of subject, scope, and context.