The formula of advertisements and commercials is the way people are represented on the platform. Frequently, the role of the media is to direct people’s appearance, outfit, behavior and consumption. Advertisements, for instance, commonly show good-looking models with perfect features and fit bodies, which are there to show how individuals need to look in order to suit within the society. However, culture jams are the movement that is fighting against all this regulations. As Mark Derry, one of the first people to write about it, named it: “artistic terrorism”. They also show the reality in a sarcastic and satiric way.
One of the culture jams I posted is an advertisement for McDonald’s that represents the symbol of the brand, the clown, as a doctor. The idea of the advert is to show the audience that McDonald’s have a great impact on their health. The second example is representing three fashionable brands by adding texts for each one of them. The message behind is highlighting the influence of the media on women who are trying to become the models on such advertisements. They are following beauty ideals which are not realistic but retouched with Photoshop. In addition, it mentions the eating disorders that some women experience due to the media culture.
Introduction to Visual Culture Spring 2016 