Adbusters

Damn the Fashionistas!

How do we lessen advertising's grip on culture?

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It would be all too easy to fly into an indignant, leftist rage at the sight of a wan model dressed in luxury shopping bags and splayed out next to garbage cans. But that’s probably the exact reaction W magazine was banking on with its “homeless chic” pictorial. Fashion advertising is increasingly driven by the dialectic between salacious imagery and moral outrage. Something so absurd as the W spread, in which destitution has never looked so glamorous, seems more like a culture jam – an effort to subvert the advertising – than advertising itself. But advertising, like a virus, is always evolving. It has appropriated absurdity in an attempt to render itself immune to subversion. And now people who see the magazine will break into two camps – those who think its reprehensible and those who think its fabulous. Those two sides will argue, keeping W exactly where it wants to be - in the spotlight. So anyone truly concerned with lessening advertising’s grip on culture will have to figure out not how to subvert this kind of ad, but how to jam the dialectic it feeds on. How do we do that? How can we jam the ad industry and the fashionistas?

Sarah Nardi

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108 comments on the article “Damn the Fashionistas!”

Displaying 61 - 70 of 108

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Anonymous

LoL fashion designers just co-opt anything that is new and creative and sell it back to the mainstream. As soon as something becomes mainstream it is no longer cool and something new has to be made which will eventually be co-opted and the cycle continues.

"Fashion advertising is increasingly driven by the dialectic between salacious imagery and moral outrage." Wrong.

"It has appropriated absurdity in an attempt to render itself immune to subversion" Wrong.

"How do we do that? How can we jam the ad industry and the fashionistas?"
People need to stop giving a shit about clothes and an image. Which is hilarious coming from Adbusters because you guys sell these 75.00$ and 100$ shoes, shoes that are clearly going for some sort of indie anti-corporate style, the style that has uh has been co-opted.

What the business can't co-opt easily is the fact the shoes are union made and made with recycled materials, what they can co-opt is the look. The fact is people care about the look not that the shoes are union made ect.

Anonymous

LoL fashion designers just co-opt anything that is new and creative and sell it back to the mainstream. As soon as something becomes mainstream it is no longer cool and something new has to be made which will eventually be co-opted and the cycle continues.

"Fashion advertising is increasingly driven by the dialectic between salacious imagery and moral outrage." Wrong.

"It has appropriated absurdity in an attempt to render itself immune to subversion" Wrong.

"How do we do that? How can we jam the ad industry and the fashionistas?"
People need to stop giving a shit about clothes and an image. Which is hilarious coming from Adbusters because you guys sell these 75.00$ and 100$ shoes, shoes that are clearly going for some sort of indie anti-corporate style, the style that has uh has been co-opted.

What the business can't co-opt easily is the fact the shoes are union made and made with recycled materials, what they can co-opt is the look. The fact is people care about the look not that the shoes are union made ect.

Anonymous

"And now people who see the magazine will break into two camps – those who think its reprehensible and those who think its fabulous. Those two sides will argue, keeping W exactly where it wants to be - in the spotlight."

Couldn't this apply to Adbusters just as well as it applies to W?

Anonymous

"And now people who see the magazine will break into two camps – those who think its reprehensible and those who think its fabulous. Those two sides will argue, keeping W exactly where it wants to be - in the spotlight."

Couldn't this apply to Adbusters just as well as it applies to W?

media joe

Feels from the last few comments like we'll never figure out not how to subvert this kind of advertising and jam the dialectic it feeds on. We'll just keep surfing our exponentially rising curve of mood disorders & depression and continue our five planet lifestyles until the whole damn thing collapses in a pile of meaningless debris around us.

media joe

Feels from the last few comments like we'll never figure out not how to subvert this kind of advertising and jam the dialectic it feeds on. We'll just keep surfing our exponentially rising curve of mood disorders & depression and continue our five planet lifestyles until the whole damn thing collapses in a pile of meaningless debris around us.

Happy Consumer

"It has appropriated absurdity in an attempt to render itself immune to subversion."

Are these ads made with an intent to avoid subversion? That seems silly to say. It just seems like they're competing with everything else for attention.
Perhaps the best way to subvert is to not give it exposure if that's what you believe their intention is. I never saw this ad before I looked at this site.

Speaking of subversion, Adbusters was more fun (and hence effective, IMO) when there was more subversion going on (fake ads) than a lot of serious, pseudo-academic talk.

Happy Consumer

Happy Consumer

"It has appropriated absurdity in an attempt to render itself immune to subversion."

Are these ads made with an intent to avoid subversion? That seems silly to say. It just seems like they're competing with everything else for attention.
Perhaps the best way to subvert is to not give it exposure if that's what you believe their intention is. I never saw this ad before I looked at this site.

Speaking of subversion, Adbusters was more fun (and hence effective, IMO) when there was more subversion going on (fake ads) than a lot of serious, pseudo-academic talk.

Happy Consumer

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