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Perspective
Running head:
Perspective
by Incongruity
PERSPECTIVE BY INCONGRUITY
by Incongruity in Visual
Advertising:
Rochester Institute
In Partial Fulfillment
of
of
Technology
the Master
of
Science Degree in
by
Elizabeth B. Gorman
August
15, 2006
Technology to reproduce my print thesis or dissertation in whole or in part. Any reproduction will
not be for commercial use or profit.
Signature of Author:
Date:
Y!J/15
J00
r
I
Perspective by Incongruity
Diane S. Hope
Dr. Diane S. Hope
Kern Professor in Communications
Department of Communication
Thesis Advisor
AnneT. Demo
Dr. Anne T. Demo
Department of Communication Studies
Vanderbilt University
Thesis Advisor
Bruce Austin
Dr. Bruce Austin
Department of Communication
Chairman
Perspective
Table
of
by Incongruity
Contents
Abstract
Purpose Statement
Rationale
Introduction
Research Questions
Definition
of
Terms
Literature Review
12
Method
21
Analysis
22
Conclusions
50
Discussion
References
and
Future Research
51
54
Perspective
by Incongruity
Abstract
oddly juxtaposed
theory
of perspective
Twenty
thinking. This
by incongruity to
postcards created
they
utilize
study
audiences
applies
the Adbusters
by the
the technique of
"perspective
influence
ad"
"spoof
to see how
of
symbols
of
words,
the "spoof
branding,
about consumer
advertising
ad's"
over
messages could
consumption,
incongruous
images,
words and
he
by
rhetorical
were analyzed
analysis
two incongruous
images in
body image,
which
new perspectives
phrases or
insights
to have
in
anti-consumerism campaign.
new
incongruity"
Kenneth Burke's
concluded
or a combination of
by
order
to create
Perspective
by Incongruity
Purpose Statement
The
purpose of
incongruity theory in
looks
at
this study is to
the Adbusters
analyze
anti-consumerism campaign.
the use
perspective
Specifically,
by
this study
ads,"
as a case
study
of anti-consumerism rhetoric.
Rationale
Although Kenneth Burke's
examine a number of
perspective
different facets
of rhetoric and
advertising
As
young
advertisements
woman
This study
anti-advertising
have
seeking to
of advertising.
importance because
an effect on
enter the
rhetoric.
every
been
studies
will add
It is
used
to
have been
to the literature
also of social
one of us.
this
theory
as
it
relates
to
advertising in
Introduction
Advertising
consumer
habits
day urging us
to
advertising has
is
and
behaviors.
buy things.
on
every
day lives
and
is closely linked to
our
While many
people
don't
even notice
believe that
consumerism
is taking too
Perspective
much of a role
in
our
lives. One
Adbusters. Adbusters
uses
the
of
the
is
called
same
Adbusters
Adbusters
"Buy Nothing
campaigns
being
advocates
is
Day"
called
inundated
concentration.
is
participate
the
in
buying behaviors
Another
world.
for
is
website and
day
one entire
when
day.
Adbusters'
one of
Day"
"Buy Nothing
in
general.
For example,
by Incongruity
Saying
all about
no
of
to
the
saying
no
to
unfettered media
world
that we see
screen"
every
(www.adbusters.org).
day on the
Advertising
consumers.
One
of
has
these strategies
is using
unusual
advertising is the
The
"before"
"before"
picture
picture
that
is
not
"after"
and
usually features
The juxtaposition
skinny,
who would
occurs
of words and
picture
weight
loss
is then
placed next
to the
in
a candid
"after"
in seeing the
same person
weight
photographs serve
loss
product
picture,
forms, fat
being sold.
in
product advertisements.
losing
These
images to
person after
used
juxtaposition
the same
juxtaposition
in
strategies to reach
and
pictures
getting
shock ads.
Another
These
example of
advertisements used
Perspective
bold images to
woman
wearing
campaigns
shock
nursing
value, their
One
a white
advertisement shows a
baby. "The
willingness
to
(Goldman &
the wrong
This theory
by incongruity theory.
states
that
black
by juxtaposing
Papson, 1996,
key to Benetton's
provoke
way"
rub connotations
Kenneth Burke,
perspective
of racial politics.
images that
issue
address the
by Incongruity
p.
49).
incongruous images
and/or
Adbusters
an audience.
employs
this technique in some of their "spoof ads that take traditional advertising techniques
such as
glossy paper,
big images,
in fake
realistic
"advertisements"
prominent
headlines
Research Questions
This study
Adbusters "spoof
"spoof
or
aims
to answer two
ads"
Kenneth Burke's
use
ads"
juxtapose two
developed
perspectives
for
with
incongruous
by Adbusters?
consumers
perspective
or more
(2) What is
the
Do the
incongruous words,
the message
words and
images
of
the
create new
Definition
Websters defines congruity
relation or agreement
words?
(1) How do
by incongruity theory?
or more
spoof ads
as
between things;
"the
of
Terms
state or
quality
of
being
congruous; the
consistency"
Perspective
(Websters,
together
state of
303). In
p.
following
pairing
accepted
being incongruous;
impropriety"
(Websters,
following
"the
use of a
[applies] it
outside of
term
p.
accepted
According to
words, two
other
statements or
746). Statements
can
by taking it
perspective
from the
context
another"
its
(p. 89). In
expected
other
words,
context, juxtaposition is
as
"The quality
or
inconsistency;
be incongruous if they
logic.
Burke (1954),
to
if they fit
are congruous
defined in Websters
Incongruity is
logic.
images
by Incongruity
for
in
it
which
was
habitually used
image word,
by using
an
created.
Burke's theory
and
or phrase of
audiences when
by incongruity occurs
as
"the
what"
sense of what
properly
goes with
(p. 74).
the influence
Advertisements
of
big business
are
place-based
advertising
that
media,
without
on
huge
every
efforts.
believe that
day lives
the
market.
According to
Some
of
consumerism
they have in
zap-less
people who
saturate our
many
in
these
McAllister
order
has
gotten
to escape
(1996),
to enhance the
new strategies
include
the Internet. These tactics allow advertisers to gain access to many more
what and
how
much
advertising
an audience
Perspective
is
exposed
innovations, in
new
and
the eyes
course with a
It is
democratic
advertisers are
gaining
direction that
puts promotional
(p. 248). In
are
(2002)
selling their
The
points out
own
that
in
very
on a collision
frightening
to some that
democracy assumes
order
to
persuade
an
them
into
corporations no
in the
years can
products
(Klein, 2002,
promote
the
products,
able
of
the entire
name
sell
because
influence
of multi-national
by management theorists
primarily
produce
brands,
in the
single,
mid-1980s:
as opposed
to
3).
concentrate on
image
brand
p.
product oriented
don't
longer try to
brand identity.
astronomical growth
corporations over
trusted
While
that public
headed in
discourse
words, it is
other
advantage of
purchasing behaviors.
Klein
they
they
"Advertising is
to say,
society"
goes on
of anti-consumerism activists
frightening direction.
advertiser
by Incongruity
thinking
to
the image
brand
of each
company brand.
to sell
larger
oriented thinking.
Brand
society
by
oriented
By
of
individual
the brand
identity.
the same
by Incongruity 10
Perspective
Scholars
in
are not
In
our society.
an effort
to
"Hoarding
writes,
combat
this
followers
spiritual
have
deliberately
consumer culture
they
This
need.
possessions and
what
the
movement
live in
Plan
highway is
divorce"
in favor
point of
a path
for
your
fraught
future.
give
Buying
to
to
most of
a path
choice seems
give
living.
up their
that
movement
Seeing
possessions,
3). To
rather
their
live
they
some
on
just
the
what
material
(2001)
buy what
impress the
(para.
para.
they would
up
addicts"
back-to-basics
chosen
national
Don't suffer,
a suborder of
for shopping
(Erikson, 2000,
commercialistic and
being frugal.
less"
about consumerism
of
of stripped-down
and save
many have
simplicity, the
Voluntary
issue
diagnosis,
12-step programs
cultural epidemic
carefully.
are
decided to
13th
an actual medical
renounce consumerism
bankruptcy in the
in the December
is
disease. There
whose
people who
an article published
obsessive-compulsive
4). In
the only
fits
writes, "I
you and
buy
buy
neighbors or strangers on
augurs
bankruptcy or
to be catching
on around
possessions and go
the
back to the
basics.
The
to
anti-consumerism movement
consumerism
has many
with
production of
their sneakers.
"Consumers
the
business
of major
were
aspects.
There
are
practices of corporations.
The
Perspective
workers,
chooses
sweatshop
causes
workers
many
people
in
Environmentalists
In her
by advertising.
Fantasy"
use
thing
to
to do
how
culture
advertisements use
the
reality that
p.
consumption
but
are able
less
corporate greed
direct
pretend
appeal
are aware of
to
images
the
Advertising
of nature and of
means
to
deny the
over-consumption accelerates
164). In
over-consumption
198). Nike
employees
Consumer Icon in
as
(Hope, 2002,
fantasy where
even without
This
p.
consumption without
seems
at
degradation"
pollution of
good
commodity
promote a
pay their
of environmental
images that
can
on production.
entitled, "Environment
the pace
group
(Stabile, 2000,
upon consumerism.
are another
article
they
countries where
money
City"
in New York
order to save
to look down
made
by Incongruity 1 1
does
(2002)
other
not
words, advertisers
directly lead to
goes on to
believe that
to environmental
say, "For
buying
issues"
things
go on
is just
the
by
over-
as
consumers.
pieces
of
life.
Through Adbusters
Magazine,
efforts to counteract
campaigns
strides
like
the culture of
"Buy Nothing
Day"
and
Perspective
by Incongruity 12
Literature Review
Perspective
by Incongruity Theory
Burke's theory
symbols presented
rests on
to an audience
thinking may be
perspective
(Burke, 1954,
is
not
taking
one
normally
then
these
where
beliefs
improve
upon
while
come
as stable
frames
is
goes on to
by
of
say that
words, attaching to
by incongruity
image
against another
from before
order of
is
achieved
or word
connection
maturity
p.
we
that
during childhood
Incongruity occurs
when
first
up,
patterns of
they learn
these
traditional
direct human
and
our
grow
we
According to
71). As individuals
the two
ideals
between
develop
is incongruous,
any further.
we go
develop these
of reference which
habits
different
We first
"The
them as we age.
words or a combination of
He
gone with a
perspective
juxtaposing it
these beliefs
images,
terms,
of what
(Burke, 1954,
audience's
new perspective.
had heretofore
incongruous
that audience
juxtaposing of incongruous
have ideas
patterns"
childhood
by the
The
of
first.
the
the experiences of
perspective of
being portrayed.
simpler
or word and
influence the
constant
judgment,
90). In
image
we each
first decide
Burke,
p.
associated with
Because
must
"a
epithet which
qualifying
names"
through
will
changed or challenged
by incongruity is,
some name a
assumption
to the message
special attention
calling
the
perception and
our
Perspective
judgments
We judge
all
The
(1954),
is
about what
following
serves to
male or
illustrate
father
family,
in
circumstance"
rational
categories, an association
Tonn
rhetorical
and
study
associated with
of
for
be
by
application of
female
(Burke, 1954,
p.
Here
attributes.
which runs
of as
male,
female. Therefore,
used
in
messages
elaborate and
means of
reform
is correct, is the
entirely
"King
of
the
counter
intended to
our
to the associations
appropriate
lion
becomes
presidential
lion
are contradictory.
carries
lion is
incongruous
alter perceptions.
perspective
bid.
incongruity planned,
have, in
Jungle". However,
a symbol of a
apply
we
73).
by disrupting conventional
incongruity
Change
A linkage emotionally
jester"
antics of a court
thought
Endress,
perspectives
to open space
of symbolization
almost always
and
usage, it is
A lion is
329).
of reference.
theory
popular
example
p.
by incongruity.
usual psychoanalytic
rationally inappropriate
shifting
by Burke
perspective
whereas
frames
accepted pieties as
In this
a given
example given
cat
proper
by Incongruity 13
by incongruity in
They write,
"Burke
as a rhetorical
their
conceives of
strategy designed
p.287).
In
other
order
deliberate
words, Burke's
to catch an audience's
by Incongruity 14
Perspective
like
attention
between
During
practice
of a
in
do. The
He
cynicism
political
incongruity between
his
public's eye.
Perot's
examine
spiral of
he
288).
able
by the usual
"Merely by challenging
tragic
alienation and
would not
be limited
By acting in
way that
was
pivotal events
p.
President
should
essay "1,1 12
be. That
newspaper,
in 1983.
from consideration;
incongruous
make good
purpose
with
decisions to
Kramer
phenomenon:
worthy
run
first
Endress, 2001,
vice-presidential
the country?
it
was used
in
Native,
used perspective
Counting'
and
for this
the American
in '1,1 12
was
denial. "Kramer's
p.
of planned
(Tonn &
by incongruity as
According to Dow,
benefits
performance"
couldn't choose a
at perspective
Counting",
2001,
disconcerting debate
is, if Perot
he then
(1995) looks
and
unplanned
events were
Dow
the
July withdrawal
James Stockdale's
or
Perot's shocking
candidate
was
Perot's
trappings of traditional
those
politics"
compromised
the distinctions
not utilize
ingrained
to
incongruity.
politics.
authors go on
into
Larry Kramer's
by incongruity
to alert
is twofold: first, to
shatter that
Perspective
'propriety'
of
attitudes
AIDS"
(Dow, 1995,
p.
being the
fundamental beliefs
and
conceptualized
for
p.
beliefs
effect on an
means
shock
(Dow, 1995,
incongruity's
to
226). In
in that
she
"attempts to
shift
in their
example of
instrument
create
how the
and guilt
AIDS
rhetorical
by
is Kramer's
having
re-
gays
identity"
and
by incongruity to
create
his
(Dow,
genuine
and of
strategy
among
gays
themselves
(Dow, 1995,
of perspective
p.
226). This is
another
as an
of social change.
of perspective
perspective
is willing to
by incongruity
behavior
examine
"genuine
or she
when,
to
shock, anger,
perceptions of
Scholars
theory
shock
uses perspective
to
of
1995,
to
he
attempt
at perspective
of genuine argument
order
terms,
'moment'
in
looks
facilitating that
used as a
a willingness
simpler
confront
argument
by incongruity is
him/her into
and
others
AIDS;
of a
values"
argument"
examine them.
perspective
formulation
existentially disrupt
p.
toward
with
primary
gay
by Incongruity 15
by incongruity
by incongruity theory
Secretary James
as
to
visual
it
relates
have
extended
Burke's
examined
to
former Interior
"Incongruity
occurs
which
Perspective
are the
focus
of the
orientation;
one calls
thing in
all
the
by Incongruity 16
they
world
are
not'
(Bostdorff, 1987,
incongruity occurs
Bostdorff (1987)
produce
p.
when an
states that
humor for it
image is
'juxtapose incongruous
can
the realm
of
(as
of
cited
the
the endless
of
words,
their
trees.
that
leader
able
trip
on a
to a
replaced
the
and
are
decoded together,
formulating
cited
in
arguments, the
Bostdorff, 1987,
in Bostdorff s study
The
shows a
park
is
the
oil
sign
p.
to
43). Because
action.
images
For
listening to
towers instead
towers in the
contradictory to the
to
image is
visual
boy-scout troupe
superior
juxtaposing
by incongruity in
forest. This is
ability to
(as
national park.
a unique
cartoon used
has
not.
emotions"
appeal
cartoon
by
perspective
44).
arouse
has
called
that
conveying information
ability to
they
example, one
p.
in its ability to
the cartoon's
and
such a
pictures alone at
'supreme'
in
in Bostdorff, 1987,
visual
is
suddenly'"
shown and
suggests
oil
of
field
by incongruity theory
proclaiming this
place
to be a
"National Park".
Demo
feminist
uses perspective
art activist
by incongruity to
Adbusters'
analyze
campaign,
research
Girls,
is especially important to
the
Guerrilla Girls
seek to
Perspective
images
ideologies that
or
orientation
in
each other
an
incongruous
reorders
of
image
"The
and artwork.
even remoralizes
raising"
(Demo, 2000,
that do not
the
match with
social structure
134). One
p.
to consciousness
of a
of
the
reclining
but
Do
not
only
terms,
a situation or
134). The
"The Guerilla
pokes
fun
at
failings"
by the
posters made
the Grand
the woman's
incongruity
use of
and museums.
naked woman
of
p.
juxtapose images
failures
2000,
are
a process akin
Guerilla Girls
Girls'
by Incongruity 17
to
such
odalisque
the
(Demo,
figure,
Odalisque"
(Demo, 2000,
p.
148),
and places a
have to be naked to
into the Met. Museum?
women
get
../
woi-ib
Figure 1
The image is
placed next
Museum?"
contrast
(Demo, 2000,
p.
and
woman
have to be
naked to get
Guerilla Girl
and
by
Perspective
juxtaposes
poster
such a
a well-known art
148).
equality"
(Demo, 2000,
incongruity
by Incongruity 18
image
were able
are able
with
to
text and a
make a
to harness the
gorilla mask.
strong
statement
artists and
By
using
using
power of perspective
helping women
p.
by
educating the
Adbusters
"We
educators and entrepreneurs who want to advance the new social activist movement of
the information
in the way
well
kept
age.
we will
website
reproduced on
undermine
the
Our
aim
is to topple existing
consumerism
that
a major shift
century"
posters, postcards
forge
and calendars
has
and
anti-advertising images
use of a
"Adbusters
seeks
magazine
to
is
by commercial
forces"
overabundance of commercial
We
want
to
change
world
being harmed by
an
influences.
flows,
the way
institutions
fashion,
Above all,
wield
power,
automobile, sports,
we want
to change the
Perspective
we
way
our
interact
reach
which
'"Pranksters'
those same
tools
understand.
the
strategies employed
According to
able
(Harold, 2004,
already familiar
to
overthrow
intended"
with
reach an audience
Naomi Klein
(2002), "The
but interceptions
p.
189).
order
order
to
to take
By using
to promote an
using
anti-
counter messages
to send a message
uses
in
(Klein, 2002,
marketing in
afford"
In
by big business
jamming"
they
consumers are
of
advantage of
produced
uses
deploy the
meaning is
4).
p. 280).
jams
p.
way in
by Incongruity 19
starkly
this technique in
at odds with
an attempt
the
to
Advertising
In
society
important for
advertisers
overabundance of
presented
of
where
thousands of
to find
ways
images bombard
to
stand out
advertising, consumers
consumers.
strategies
In
to
addition
"hail"
daily basis,
clutterBecause there
is
it is
an
different
in the
consumers on a
(Goldman &
indifference,
Papson, 1996,
to the juxtaposition of
incongruous
advertisers
p.
85)
employ
a number
the attention of
words and
images,
some of
by Incongruity 20
Perspective
have
altered
by self-consciously drawing
subtexts"
of viewers who
making fun
with
of
have become
their
TV
ads
began to
mocks
women whose
Advertisers
of
certitude"
(Goldman &
moral
help
invoked
to
create a good
as a
in formal
(Goldman &
that
over
100
years
years.
The
soap
asks
ads:
about
'Who
that
get
gain
the
attention
have taken to
back credibility
p. vii).
for
provide
p. vii).
in the
to
89).
mass of
of consumers.
represented as a source of
For example,
value,
view
using images
of
in
"When
may then
it
audience
p.
as
Historical images
usually
this
1996,
noticed
history is
stuff?'
writes
themselves
get
yearn
equivalence with
may
to
images to
sponsor"
business for
reflexively
nostalgically
Papson, 1996,
to
advertisers
an effort
ad
Papson, 1996,
feeling
order
history,
to advertising's
dishwashing
"Signifiers
advertising.
advertising
dishes
of
words, in
in
outright manner
call attention
other
to
mode of address
attention
advertising in general,
go on
ads.
ads
cynical of
tactics in an
own
In
p. vii).
their
to nostalgia,
appeals
the
Perspective
company's
company is
Authenticity is
revolve around what
an
object,
advertisers to
signifiers of
fabricated"
once
to
authenticity.
the screen
p. vii).
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top
of
on
ads.
authenticity
142).
p.
they begin
quest
decontextualized
phenomenon mirrors
the
fashion
schools of
or authentic.
advertising
for
advertisers'
as soon as new
considered
or
"The
these
of
true.
mimics all of
it in their
current market.
be "poseurs". Therefore,
Adbusters
whether
register on
on
true,
so
"Questions
advertising.
Papson, 1996,
only
and
and use
is currently "in". A
continuously stay
Adbuster
something is
in
representation"
authenticity
and when
considered
when
authenticity is
what
used
strategy
(Goldman &
industry and
must
another
for
history to
harness authenticity
representations of
However,
own
or even a matter of
Authenticity occurs
America
its
able to use
around
by Incongruity 21
it
are
to appear authentic,
approaches
in
they
angles of
incongruous images
and words
in
ads.
Method
Out
Foundation
of the
over
41
the
ads
available, 20 "spoof
ads"
for their
made
by the Adbusters
use of juxtaposition of
Media
images
and words
Perspective
in
some combination.
perspective
These "spoof
by incongruity.
ad"
All images
on
juxtaposition
ads
juxtapose incongruous
and what
are
or
taken
July 28,
"pieties"
use
were
for their
2006.
They
use of
culture
are analyzed
by Incongruity 22
shop link
to see how
it is determined if the
or
contradictory words,
"pieties"
or a combination of
are
both
being challenged,
we
words and
discuss
images.
By rhetorical
what message
analysis of
Adbusters intends to
"incongruities."
such
Analysis
they
the
send
that
by presenting
Perspective
by Incongruity 23
Figure 2
Figure 2 juxtaposes two images
part of a
eye on
The
and a phrase.
its
screen.
message of
The image
corruptive
of a
The
this ad
baby is
by the
words
spoof
eye should
It
shows a
be there is
To
a small
associated with
anti-consumer culture.
close
pair
of
the
innocence
two
images,
the
images
while
one
up
picture of
television
Eyes"
commonly
very
baby's
with an
cheek.
television is seen
as
symbolizing innocence
Perspective
and
audience.
The
words
"pieties"
are
"The flow
and
J. Matt Giglio
(2005),
commonly
early
advertisers
age.
said
on
to
purposely target
parents
Through this
jars
spoof
ad, Adbusters is
able
regarding
children.
They
say,
intense level
targeted at this
an
Matthew P.
of
audience"
commercialism
to
According to
jarring
Eyes"
McAllister
by Incongruity 24
show a
human
having
to chastise parents
showing disapproval
of
children
to
Perspective
by Incongruity 25
Figure 3
Figure 3
the well
to
looks like
However,
across.
next
shows what
it,
and
the
the vodka
cap is
your
and centered
bottle is
exciting
(1995),
alcohol
learned piety
"perspective
down,
large image
squished
IMPOTENCE"
"ABSOLUT
of
the bottle to
side.
Underneath the
Absolut Vodka is
do
more
of
uses
their message
get
liquid
spilled
words
advertised as a
by incongruity can
Adbusters
ad.
According
fun, hip
to Bonnie Dow
Perspective
world"
about
the consequences
the word
of
which
their point
to a flaccid
challenge common
beliefs
and pairs
it
with
pictorial reference
by incongruity to
"impotence"
by Incongruity 26
penis.
This
postcard uses
in
brand image
an attempt
to
and
sexuality to
scare consumers
away
Figure 4
Figure 4
shows
bed hooked up to
Cartoon
an
the famous
cigarette cartoon
characters are
normally
associated with
laughter
words
"Joe
hospital
Chemo"
appear.
be taken
Perspective
Therefore,
seriously.
incongruous to
our attitudes.
"smoking
out
by the
is
this message is
that is a well-known
cigarette company.
by
anti-smoking
There
the dangers
is immune to the
the piety that
of smoking.
fact, however,
to
effects of
show an
icon
of
characters
are
even
cool and
immune.
in
daily basis.
These
messages can
in that
those who
that the
sent
we are
cigarettes, not
smoking is
many
cigarette
are cartoon
are
groups on a
further in showing
they
purpose of
aware of
The
cool"
Camel
sometimes
by Incongruity 27
peddle
already
campaign a
shows
step
that no one
representatives of
tobacco
even
if
Perspective
by Incongruity 28
(J BSESSION
Figure 5
The headline
printed on
over.
so thin
direct
the
top
of
an actual
evident
association
weight.
appears on
women"
is
She is
it becomes
"Obsession"
Obsession
to the eating
This image
challenges
perfume
is
advertisement,
leaning over
toilet,
us.
however,
indicating
an
leaning
looking closer
when
she
is vomiting,
"obsession"
with
flawless
and
body
that we
Perspective
should
image
name-
"beauty"
of
and
with a social
two images
issue
a woman's
beast'"
by using
body and
According to
dissatisfied
with
postcard also
a toilet
Figure 6
by Incongruity 29
bowl.
their own
juxtaposes
the brand
Perspective
Figure 6 is the
Perfume
male counterpart
posed provocatively.
advertisement
male model
space, the
appear on
but has
posing in
model
"Obsession"
is
the
is
people
position
sexy
looking into
printed as a
bottom. The
obsessed with
his
beauty industry is
advertisements
is
its
Instead
camera and
the
top
here, only
challenges
point
form
of
of
that the
of mental
from
looking
the
piety
of
can also
and
to
be
see
is
in
into
name
men"
a cologne
applied
a male perspective.
name and
"beautiful
obsession with
disturbance.
from
brand
cologne
at
of a cologne model
being
one or
the image
this time
and a word.
Obsession
commentary that
in black
of an actual
penis.
to make
for the
juxtaposes
and words
message.
across
"Obsession"
postcard
look
image
style.
printed
an
headline
ad
very distinct
general
different
a much
cultural
have
by Incongruity 30
transforms
This
it into
people"
Perspective
by Incongruity 31
YOU'RE RUNNING V
BECAUSE YOU WANT THAT RAI!
EAR
Figure 7
Figure 7 juxtaposes the Nike brand
running
picture
while
there
an
holding
is
a passage
Indonesian
baby
you
in
blanket
and
image
of a
barefoot
looking frightened.
woman
Over the
not
factory and
globally before
wrapped
easy
your
decide it's
friends disappear
so cool
to
wear
sixty hours
when
they
a week
ask
for
making
sneakers
a raise.
So think
in
strives to
be
Perspective
associated with
athleticism, strength,
association
in the
paired with
images
"sweatshops"
as
minds of
discussed in the
brand
manufacturing
our
article
and
fear
is
so
devalued, it
caused
stands
detritus
keep this
controversy
need
are produced.
AiAWUI
over
Nike
"When the
behind"
Nike
corporation's
upon
don't
Figure 8
hard to
reason
worked
instead
to
has
by Stabile
postcard challenges
fashions
poverty
However, in
process
of production are
196). This
consumers.
and words of
modes of production.
associate the
its
by Incongruity 32
and
actual
doing the
work
(Klein, 2002,
to think about
how
p.
or where
Perspective
Figure 8
company logos
images
of
usually
with
plasters
replicated
in
big business.
This
for the
big
average person
logos is
many
culture,
at
pairing the
first shocking
(1987)
or expectation
44). This
states
as
a new
it
words
and
an
incongruity,
words against
big corporations
enemy
But the
by Incongruity
presents an
of
not
"good"
and
are
the public.
anti-
However,
new
thinking in
involves altering
or not
incongruity between
in the
company
association recalls
is inconsistent
many
the many
mob,
with well-known
may inspire
which
over
crime"
leaders
"organized
that, "Perspective
by viewing
postcard
is
Bostdorff
organized crime
in
in
ad shatters
"crimes"
consumer
smaller print
CRIME"
by Incongruity 33
in
the
consumers.
an orientation
agreement"
(p.
anti-consumerism movement.
Perspective
by Incongruity 34
.fait.
DIhm
M*
Figure 9
Figure 9
shows a
fifties housewife
holding
a giant orange
piety
perfect wives.
They cooked,
to
work each
appears
associated with
most common
went
Away"
Tide
of
the
image. The
are considered
day. Goldman
and
Papson
ads
to be
husbands
Perspective
"engage the
spectator
in
a candid
discourse
about
of
reflexivity; reflexivity
commodity fetishism
and
by Incongruity 35
the
their
norms of
(p. 88).
signs"
This
postcard
with
Prozac,
of
the "perfect
an anti-depressant.
Since
character of
commodity
woman"
and replaces
anti-depressant
"shocking"
are
drugs
to the
are
laundry detergent
her
commonly prescribed,
cliche of
the
housewife.
What
bump'
was that
Figure 10
happy
Perspective
Figure 10
environment.
middle of
offers a social
The
card shows
The
including luxury,
Diane S. Hope's
doesn't
that
affect
consumerism
life
mentions
on
how
is
article as
images
use
very
of
better, is
to have nothing to do
unlike
the
fantasy where
Images
can
Our
be
the Earth
seen
in
side,
advertisements
Hope
over-consumption
of
motorized vehicles
by this
of
obsession with
is effectively delivered.
bump?"
message mirrors
environment.
that
clear message.
However,
earlier.
discussed
concerning the
powerful message
convenience,
have
destroying the
This
seem
was
images that
and
vehicles are
with a
pollution.
commentary
by Incongruity 36
postcard.
have
made
By taking two
very
Perspective
by Incongruity 37
Figure 1 1
Figure 1 1 juxtaposes two
they
are
pledging
not
are
to a fast food
chain.
employees
postcard shows
allegiance while
standing
pledging
images,
reflects a
allegiance
of
By pairing this
image
of a
of
standing
as
loyalty
to the United
in front
piety
pledging their
States
is usually
this
Perspective
McDonald's
substitute
for the
by Incongruity 38
as a
nation.
Figure 12
Figure 12 has
of
lettuce. Since
lettuce is
The
for
card challenges
is
able
background
cows are
a symbol
words and
to
its
beef
vegetarian
get
of raw
food
and
foregrounds
reminds us that
an
image
beef is dead
we need
point across
to
eat meat
juxtaposing
to
survive.
of a cow made
cows.
The
eating dead
This
postcard
cows.
has
no
Perspective
by Incongruity 39
Figure 13
Figure 13 is
6. This
ad
also a
juxtaposes
an
extremely good-looking
it's black
parody
image
men.
of a perfume/cologne advertisement
and a word.
However,
Cologne
while
good-looking
man.
The headline
reads
ads are
figure 13
like figures 5
and
use of
resembles a cologne ad
in that
card
juxtaposes
the
Perspective
"Reality"
unrealistic
challenged
for the
average person.
beauty industry is
and
ads represent
how
6, Christine Harold's
applicable
to this
Figure 14
by Incongruity 40
real people
statement
advertisement.
look is
that the
Perspective
Figure 14
shows the
image
that while
the
fridge,
here in America
elsewhere
like, "There
in the
are people
of a
are the
we
world
starving in
starving
child crouched on
worry
when
they
want
of a powerful
image
This
children starving.
Africa"
have
Parents
holding
an
postcard points
enough milk
often
in
saying things
face. This
world and
to do so.
the ground
milk?"
there are
by Incongruity 41
piece aims
effectively
uses
to show
juxtaposition
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Figure 15
is
uses
a picture of a cute
juxtaposition in
the
of
of
way.
On the front
corporation.
However,
back, Adbusters is
associated with
able
to
catch
and
the
postcard
there
with
that McDonald's
Figure 16
are
going to play in
The image
the back.
the
attention
alone."
words on
innocence
the audience's
healthy food
on
image usually
of
the toddler
the
front
different
card
by Incongruity 43
disapproving
the
By juxtaposing
by challenging
is
on
message on
the
family eatery.
pieties
Perspective
Figure 16
mother's
entire
is
breast,
body is
tattooed
seen as one of
the
with
postcard shows a
The
holding him.
branding
as
baby is
act of a mother
the act of
by Incongruity 44
if to say that
also
baby feeding
from
we are
actively
consumerism.
Figure 17
Figure 17
also
features
a number of
baby,
place of
the
stars on
of
and
being plastered on
the American
is
able to show
an
innocent
flag is
the
Perspective
piety
pride
that there is for people in this country and is in the forefront of the
The
of national pride.
By replacing those
in
our
stars with
having
stars on the
that we associate
by Incongruity 45
many
that
we
have become
suggests
nation's
that
fifty
we no
states.
longer have
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Figure 18
Figure 18
shows
military is commonly
which
are
seen as
postcard
respected,
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The American
guys"
by those living
in the
is contradictory to the
pieties
forces.
Perspective
However, in
American
occupy.
This
military is
seen as a
postcard makes
fear
by Incongruity 46
and
not
there to
by juxtaposing
an
image
dishonor.
Figure 19
Figure 19
Fast food
shows a
restaurants
usually
show pictures of
with
"52%
FAT"
printed
in large type.
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real
statistics
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According to
a credible
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eating habits
scapegoating"
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by Adbusters
and
of a
fast food
hamburger is
ads seen on a
with a phrase.
Figure 20
imagery
the inadequacies of
image
instead takes
to see in a hamburger
mix of outlandish
another attempt
ad
hyperbole that
by juxtaposing
or
"outlandish", juxtaposing it
regular
beef
by Incongruity 47
Perspective
large distended
stomach.
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juxtaposing
are
those
points
have
stomach.
stomach
separate
The
is large from
who are
dying from
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starvation and
each
of a
very
the other
people will
Americans
think twice
from
suffer
before
of a
starving
overweight man's
starvation while
nothing.
by Incongruity 48
fat
over consumption.
from
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man
obesity.
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by Incongruity 49
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their products.
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and yet
it is
analyzed
thus
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corner of
picture
marketed
is
far. Instead
of
companies use
to children
by a
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Perspective
clown.
addresses the
fact that
right corner
millions
a pack of
a picture of a sport
they cause
and yet
passage
marketing
tons
is
Marlboro
cowboy to
utility
sell
vehicle.
vehicles
that
death
is
a picture of
help
emulate
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disease. In the
In the
a paragraph
you
"Peace"
shoe made
that accompanies this image states that Nike has reached "a
efforts.
the Marlboro
Above it there is
corner
by Incongruity 50
Finally,
by Nike.
low"
new
in it's
headline, "From
Conclusions
Research Questions Restated:
Burke's
perspective
words?
by incongruity theory?
(1)
or more
(2) What
are
words and
Do the "spoof
incongruous words,
or
use
Kenneth
ads"
juxtapose two
or more
images
ads"
developed
for
with
by Adbusters?
consumers
no ads
juxtaposed only
follows:
destroying the
ads"
analyzed,
seven used
words.
The themes
innocence
of
of children
juxtaposition
of
two or
images in juxtaposition
and
Perspective
(3),
environment
four
American society
innocence through
consumption occur
Americans,
included in this
their
bodies.
media.
the
six
"spoof
category.
branding,
that
and
over
consumption,
body
"spoof
and
smoking
dealing
with
origination
body image
to have unhealthy
unrealistic standards of
associated with
Nike
of
advertisements
issues
attitudes
the product
of our children's
about over
ads"
encourages people
point out
shop controversy
the
Messages
over
are three
advertising
and
some
There
the third
"spoof ads",
of consumer culture.
ads".
Finally
sweat
origins of
depression
in
six
and others
force-feeding
message
have imperfections
reflects
starvation elsewhere
the
and
categories are
branding of the
in the
These
The
about
image,
are
by Incongruity 51
flawless
beauty
shown
advertisements.
One
ads"
deal
with
environment.
Discussion
and
mind.
They wanted to
these
advertisements are
get people
created
thinking
successful, the
Future Research
about
these "spoof
the
world would
ways
be
in
ads"
which we
a much
live
different
our
in
lives. If
place with
both
Perspective
fulfilling lives.
bulimia. The
nation, people
If beauty
to go around and
and
be happier
would
If
world
scenarios.
didn't
some countries
hunger
could
be
While Adbusters
consume so much
The issue
ended.
preaches that
that a
popular
"Corporate
generation of
sponsors and
drives the
branded
the culture
has
merchandise,
adding to the
In
is
looking
Turnoff
to the
as an escape
for that
will
Magazine,
destroy us.
July/August
from
that the
named
group has
While
gone
3).
(2002)
bring us
of
way to
brand-name
bring
trying
families together,
to enact change.
not
One
become militancy,
destruction"
not
writes,
purchase
"Urgency must
change,
so
some praise
too far in
p.
Naomi Klein
in issues
consumerism and a
Remember to
2003,
emerged.
editor
organization's efforts.
Week"
reader
letters to the
through the
a mixed reaction
culture
more
become
drives individuals to
branding
ending
of
Branding has
name
media"
has
anorexia and
there would be
branding
more
consumerism, it is important to
world's economy.
people
of
food,
branding
with
by
with
were addressed
over consumption.
interesting
by Incongruity 52
(Adbusters
Perspective
incongruity there
interesting to
other
are
advertising
analyzed the
other
Adbusters "spoof
directions for
advertisements
fascinating
scholars to take.
subject
in the
for the
their anti-advertising
advertising techniques to
person.
The
effects of
send a
these
For
anti-consumer ads.
is the
Many studies
their effects.
different kind
example
and
would
be
what
because they
perfect candidate
for
to reach a
be
by
The Adbusters
However, Adbusters
of message and
it
determine
world of communication
advertisements.
spoof campaign
use of perspective
for
campaign
ads"
an analysis of
done
many
study the
Media Foundation is
seek
changed over
was made.
no analysis of
by Incongruity 53
studied
uses
the same
different kind
in the future.
of
Perspective
by Incongruity 54
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