32. Rhetoric and responsible involvement in society

Subvertising, or creating parodies of advertisements (that resemble genuine ads; “anti-ads”) to make an ironic statement, takes a stand on social problems by using language that aims to influence, for example, consumer attitudes or consumption habits. They often comment on consumerism and the inequalities of world trade. You can find subvertisements, for example, in the subvertisement gallery of Voima Kustannus (in Finnish).

  1. Go through some anti-ads and choose one for closer examination.
  2. What does the anti-ad comment on? What is it about and what sort of perspective does it take on the matter at hand?
  3. How does the anti-ad make its point? What kind of language is used?

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