Perspective by Incongruity in Visual Advertising - Applying Kennet

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1-1-2006
Perspective by incongruity in visual advertising:

Applying Kenneth Burke's theory to the Adbusters
anti-consumerism campaign
Elizabeth B. Gorman
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Gorman, Elizabeth B., "Perspective by incongruity in visual advertising: Applying Kenneth Burke's theory to the Adbusters anticonsumerism campaign" (2006). Thesis. Rochester Institute of Technology. Accessed from
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Perspective
Running head:
Perspective
by Incongruity
PERSPECTIVE BY INCONGRUITY
by Incongruity in Visual
Advertising:
Applying Kenneth Burke's Theory
to the Adbusters Anti-Consumerism Campaign
A Thesis Presented to The
Faculty of the Department of Communication
Rochester Institute
In Partial Fulfillment
of
of
Technology
the Master
of
Science Degree in
Communication & Media Technologies
by
Elizabeth B. Gorman
August
15, 2006
Thesis/Dissertation Author Permission Statement

Title of thesis or dissertation:
Perspective by Incongruity in Visual Advertising: Applying Kenneth Burke's Theory to the
Adbusters Anti-Consumerism Campaign
Name of author: Elizabeth B. Gorman
Degree: Master of Science
Program: Communication & Media Technologies
College: Liberal Arts
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Date:
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Perspective by Incongruity
The following members of the thesis committee approve the thesis of

Elizabeth B. Gorman on August 15,2006
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
Social Historical Context
Literature Review
12
Method
21
Analysis
22
Conclusions
50
Discussion
References
and
Future Research
51
54
Perspective
by Incongruity
Abstract
Kenneth Burke developed the theory

claimed that
oddly juxtaposed
challenging their habits
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
incongruous juxtaposition. The
words,
the "spoof
branding,
about consumer
advertising
ad's"
over
messages could
consumption,
incongruous
images,
words and
he
by
rhetorical
be broken down into four
were analyzed
analysis
two incongruous
images in
and corporate practices.
body image,
which
new perspectives
Adbusters Media Foundation
phrases or
insights
to have
in
anti-consumerism campaign.
that the cards either juxtaposed two incongruous
new
incongruity"
Kenneth Burke's
concluded
or a combination of
by
order
to create
The study found that
general topic categories:
and product origination.
Perspective
by Incongruity
Purpose Statement
The
purpose of
incongruity theory in
looks
at
this study is to
the Adbusters
analyze
the use of Kenneth Burke's
anti-consumerism campaign.
of juxtaposition of words and/or
the use
perspective
Specifically,
by
this study
images found in the Adbusters "spoof
ads,"
as a case
study
of anti-consumerism rhetoric.
Rationale
Although Kenneth Burke's
examine a number of
perspective
different facets
of rhetoric and
done connecting the theory to the field

about
advertising
As
young
advertisements
woman
important to delve into the
This study
anti-advertising
have
seeking to
media, very few
of advertising.
campaigns and about
importance because
by incongruity theory has
an effect on
enter the
power and use of
rhetoric.
every
been
studies
will add
It is
used
to
have been
to the literature
also of social
one of us.
advertising field, I believe that it is
this
theory
as
it
relates
to
advertising in
general, as well as to anti-consumerism activities.
Introduction
Advertising
consumer
habits
day urging us
to
advertising has
is
and
a major part of our
behaviors.
buy things.
on
every
day lives
and
is closely linked to
our
Society is bombarded with thousands of images every
While many
people
society, there are others that
don't
even notice
believe that
the effects that
consumerism
is taking too
Perspective
much of a role
in
our
lives. One
Adbusters. Adbusters
uses
the
of
the
most active anti-consumer groups
is
called
techniques and rhetorical strategies used
same
traditional advertising to actively denounce advertising and consumerism in
Adbusters
spreads their messages through
Adbusters
"Buy Nothing
campaigns
being
that people not
advocates
is
Day"
called
inundated
concentration.
is
participate
observed all over
the
in
buying behaviors
Another
world.
with unwelcome commercial messages.
for
is
website and
day
one entire
when
day.
Adbusters'
one of
"TV Turnoff Week". "TV Turnoff Week is
And challenging the
Day"
"Buy Nothing
in
general.
Adbusters Magazine, through their
For example,
also runs anti-consumerism campaigns.
by Incongruity
Saying
heavily distorted reflection
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
employed a number of attention
these strategies
is using
unusual
make a connection with overloaded audiences.
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
in two completely different
weight
photographs serve
loss
product
picture,
a significant amount of weight.
forms, fat
to draw in the attention of those
being sold.
in advertising is the Bennetton
in
product advertisements.
losing
These
images to
common example of juxtaposition
person after
benefit from the
used
juxtaposition
the same
candid and posed.
juxtaposition
in
strategies to reach
an overweight man or woman caught
very flattering. That
posed professional picture of
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.
words that are placed together
states
that
have the ability to impact
black
by juxtaposing
Papson, 1996,
communication scholar and rhetorical
key to Benetton's
provoke
way"
rub connotations
Kenneth Burke,
perspective
of racial politics.
a red sweater while
has been their
images that
issue
address the
by Incongruity
p.
49).
theorist, developed the
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,
and applies them
big images,
in fake
realistic
"advertisements"
models, bright colors, and
prominent
headlines
that promote anti-consumerism.
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
How do the juxtaposed
the
Do the
incongruous words,
the message
words and
images
of
the
create new
according to Burke's theory?
Definition
Websters defines congruity
relation or agreement
words?
(1) How do
by incongruity theory?
incongruous images, two
or more
do they juxtapose images
spoof ads
sets of research questions.
as
between things;
"the
of
Terms
state or
quality
of
being
congruous; the
fitness; harmony; correspondence;
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
want of congruity; unsuitableness;
746). Statements
can
by taking it
perspective
from the
context
another"
its
(p. 89). In
expected
other
words,
context, juxtaposition is
perspectives are created
as
"The quality
or
inconsistency;
be incongruous if they
are not a suitable
logic.
Burke (1954),
to
if they fit
are congruous
defined in Websters
Incongruity is
logic.
images
by Incongruity
for
in
it
which
was
when one extends
habitually used
image word,
by using
an
created.
Burke's theory
and
or phrase of
says that new
their learned pieties are challenged via this
audiences when
juxtaposition. Burke (1954) defines piety
by incongruity occurs
as
"the
what"
sense of what
properly
goes with
(p. 74).
Social Historical Context

In today's society there
out of control.
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
and we are unable
a number of new strategies
they have in
zap-less
people who
saturate our
advertising has begun to employ

amount of control
many
in
these
McAllister
order
has
gotten
to escape
(1996),
to enhance the
new strategies
include
ads, cross promotion, sponsorship, database marketing and
the Internet. These tactics allow advertisers to gain access to many more
consumers and also give
them control over
what and
how
much
advertising
an audience
Perspective
is
exposed
innovations, in
new
and
to. While in the view of an
the eyes
course with a
It is
democratic
advertisers are
gaining
direction that
puts promotional
(p. 248). In
so much control of our society.
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
wealth and cultural
the last fifteen
years can
seemingly innocuous idea developed

that successful corporations must
products
(Klein, 2002,
Companies have been

switching from
companies
promote
the
products,
able
of
the entire
companies are able
name
sell
products, but instead
because
influence
of multi-national
arguably be traced back to
by management theorists
primarily
produce
brands,
in the
single,
mid-1980s:
as opposed
to
3).
to make more money
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
are seen as troublesome
purchasing behaviors.
Klein
they
they
"Advertising is
to say,
society"
informed public, advertising takes

certain
goes on
these strategies are seen as positive,
of anti-consumerism activists
frightening. McAllister (1996)
frightening direction.
advertiser
by Incongruity
thinking
to
the image
brand
of each
company brand.
to sell
and gain more control over
larger
oriented thinking.
Brand
society
by
oriented
individual product, they instead
By
selling brands instead
of
individual
amount of separate products under
consumers associate with
the brand
identity.
the same
by Incongruity 10
Perspective
Scholars
in
are not
In
our society.
Cathy Luh (2005)
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.
to join the simplicity
para.
they would
up
addicts"
back-to-basics
Tom Preble Peyton
with needless stress
nation as more and more people choose
chosen
national
Don't suffer,
(para. 10). The simplicity lifestyle
a suborder of
for shopping
(Erikson, 2000,
commercialistic and
being frugal.
the St. Louis Post
equates success with
less"
has inspired many to
about consumerism
of
of stripped-down
earn and spend
a much simpler way.
and save
many have
simplicity, the
Voluntary
issue
diagnosis,
12-step programs
cultural epidemic
has become too
fits. That's the
carefully.
are
American Dream that
decided to
13th
an actual medical
renounce consumerism
bankruptcy in the
have something to say
in the December
is
disease. There
movement, described as, "...
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
because they disagree
has many
with
Nike Corporation has been in the forefront
production of
their sneakers.
"Consumers
the
business
of major
were
aspects.
There
are
those who object
practices of corporations.
The
controversy concerning the
dismayed to learn that their $130 Air
Perspective
Jordans (produced for $30 in Indonesia) had been

as well as
workers,
chooses
sweatshop
to produce their sneakers in
than the minimum wage
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
guilt, consumers must
imply that consumers
198). Nike
employees
Consumer Icon in
as
(Hope, 2002,
fantasy where
even without
This
p.
who oppose over-consumption as advocated
the environment and other hazards. Hope
consumption without
seems
at
degradation"
pollution of
good
commodity
promote a
pay their
appeal provides consumers
of environmental
images that
can
on production.
entitled, "Environment
the Earth. She writes, "The fantasy's
the pace
group
(2002), Diane S. Hope looks
terrible dilemma of the
(Stabile, 2000,
upon consumerism.
are another
article
they
countries where
money
by poorly paid Indonesian
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
(p. 165). Hope
the environmental hazards caused
to look past these concerns in order to
the
by
over-
living their lives
as
consumers.
The Adbusters Media Foundation is making

consumerism.
pieces
of
life.
Through Adbusters
Magazine,
efforts to counteract
campaigns
like their "spoof ads", Adbusters is making
strides
like
the culture of
"Buy Nothing
Day"
and
to promote a less wasteful

way
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
the juxtaposition of two
contradict our pieties.
direct human
and
our pieties and our
our
grow
we
According to
are revisions and amplifications of
71). As individuals
the two
ideals
between
develop
is incongruous,
any further.
we go
develop these
clear, since in childhood
of reference which
habits
different
congruous and what
We first
"The
them as we age.
words or a combination of
He
gone with a
perspective
juxtaposing it
these beliefs
pairings and accepted contexts.
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
that the juxtaposition
influence the
constant
are called pieties.
childhood should seem
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
"Pieties, then, function

determine
our
Perspective
judgments
We judge
all
The
(1954),
is
about what
things against our
following
serves to
male or
illustrate
father
family,
in
circumstance"
rational
categories, an association
cat and cats are seen as
meanings which can
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,
(Tonn & Endress, 2001,
have, in
Jungle". However,
a symbol of a
apply
we
73).
by disrupting conventional
incongruity
Change
Yet the lion is scientifically included in the
A linkage emotionally
Ross Perot's 1992
jester"
antics of a court
thought
Endress,
perspectives
to open space
of symbolization
the two symbolic associations made with the word
almost always
and
the cat emotionally is female. In both great poetry and
usage, it is
A lion is
329).
of reference.
in his book, Permanence
theory
symbol par excellence.
popular
example
p.
by incongruity.
usual psychoanalytic
rationally inappropriate
shifting
by Burke
perspective
whereas
frames
accepted pieties as
of our emotional categories.
In this
(Rosteck & Leff, 1989,
a given
example given
The lion, if the
cat
proper
by Incongruity 13
by incongruity in
They write,
"Burke
as a rhetorical
their
conceives of
strategy designed
norms, and likens it to the
p.287).
in his theory is deliberate in
In
other
order
deliberate
words, Burke's
to catch an audience's
by Incongruity 14
Perspective
like
attention
between
a comic performer would
planned and unplanned
During
practice
of a
in
do. The
He
cynicism
political
was able to create
incongruity between
his
public's eye.
conventions, Perot disrupted the
Perot's
examine
spiral of
enigmatic campaign signaled that
he
288).
able
by the usual
"Merely by challenging
tragic
alienation and
would not
be limited
By acting in
way that
to stand out. While
was
pivotal events
p.
294). These two
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,
public's view of what a
vice-presidential
the country?
it
was used
in
Native,
gay New York
used perspective
Counting'
and
for this
the American
that appeared in The New York
in '1,1 12
was
second was vice-presidential
the gay community of the AIDS epidemic and to arouse them
denial. "Kramer's
p.
of planned
(Tonn &
by incongruity as
According to Dow,
benefits
performance"
couldn't choose a
at perspective
Counting",
2001,
incongruity that ultimately lost him many votes.
disconcerting debate
is, if Perot
he then
(1995) looks
and
unplanned
events were
candidate, how could
Dow
the
campaign style exemplified
July withdrawal
James Stockdale's
or
contradictory to the traditional politician, Perot
inadvertently were the primary catalysts
Perot's shocking
candidate
was
Perot's
incongruity, it may have been

"Two
(Tonn & Endress,
trappings of traditional
those
own actions and
politics"
compromised
the distinctions
traditional media as was common
not utilize
typical politician, giving him credibility in the
ingrained
to
incongruity.
his campaign, Perot did
politics.
authors go on
into
Larry Kramer's
by incongruity
to alert
action and out of
is twofold: first, to
shatter that
Perspective
disbelief and denial, challenging the

second, to
'propriety'
of
attitudes
AIDS"
(Dow, 1995,
means to an end, the end
230). In this case,
p.
being the
a person's world and
fundamental beliefs
and
conceptualized
for
p.
beliefs
Dow's study differs from
effect on an
means
shock
(Dow, 1995,
occurs when a person's core
incongruity's
to
226). In
in that
she
230). Kramer effectively
"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
emotions that motivate a radical
(Dow, 1995,
of perspective
p.
226). This is
another
by incongruity has been used
as an
of social change.
of visual communication and visual rhetoric
of perspective
perspective
is willing to
by incongruity
behavior
examine
"genuine
or she
when,
to
the gay community into rethinking their behaviors. Kramer
shock, anger,
perceptions of
Scholars
theory
shock
uses perspective
to
AIDS for their community,
of
1995,
to
he
attempt
at perspective
of genuine argument
the meaning and the implications
order
terms,
'moment'
the possibility of a radical transformation of their
in
looks
individual's identity. "Perspective
facilitating that
used as a
a willingness
simpler
confront
argument
by incongruity is
him/her into
and
to deal more effectively
are questioned and
others
AIDS;
"genuine argument", "an
of a
values"
argument"
examine them.
perspective
formulation
existentially disrupt
p.
toward
offer new orientation around which gays can coalesce
with
primary
gay
by Incongruity 15
by incongruity
by incongruity theory
Secretary James
Watt. She wrote,
as
to
visual
it
relates
have
extended
Burke's
images. Bostdorff (1987)
examined
to
former Interior
"Incongruity
political cartoons about
occurs
by misnaming those things
which
Perspective
are the
focus
of the
orientation;
one calls
them "the very
thing in
all
the
by Incongruity 16
they
world
are
not'
(Bostdorff, 1987,
incongruity occurs
Bostdorff (1987)
produce
p.
44). In this case, Bostdorff
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,
to the emotions of an audience with
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
a great example of perspective
contradictory to the
to
image is
visual
boy-scout troupe
covered with oil
superior
juxtaposing
by incongruity in
what gas companies own
forest. This is
ability to
to create juxtaposition and humor because
(as
national park.
as visions of oil towers are
a unique
By taking perspective by incongruity
are excellent examples of perspective
cartoon used
has
not.
visual elements and pair unexpected
emotions"
appeal
cartoon
by
perspective
something that it's
way that they
44).
arouse
The leader is telling them
has
called
that
Furthermore, "While language is
conveying information
ability to
they
example, one
p.
cartoon, artists are
in its ability to
the cartoon's
and
such a
visual pairings available.
pictures alone at
'supreme'
in
in Bostdorff, 1987,
visual
is
according to Harrison, "The
verbal and nonverbal combinations
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
group from New York. Demo's
Adbusters'
this study of the
analyze
campaign,
the works of the Guerrilla
research
because, like Adbusters,
Girls,
is especially important to
the
Guerrilla Girls
seek to
Perspective
promote cultural change
images
ideologies that
or
orientation
in
each other
an
incongruous
reorders
of
image
"The
and artwork.
even remoralizes
raising"
(Demo, 2000,
make posters and other materials that
that do not
the
match with
social structure
134). One
p.
to consciousness
of a
of
the
reclining
Ingres's 1814 painting

gorilla mask over
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 words against
and museums.
also offers a comic corrective
naked woman
of
p.
juxtapose images
traditional ideas of art
rhetoric, then, demonstrates how planned
failures
2000,
are
a process akin
Guerilla Girls
Girls'
through their demonstrations
by Incongruity 17
to
such
Guerrilla Girls takes the
odalisque
the
(Demo,
figure,
"appropriated from Jean Auguste Dominique
Odalisque"
(Demo, 2000,
p.
148),
and places a
head [see figure 1].
have to be naked to
into the Met. Museum?
women
get
../
Less than 5% of the artists in the Modern

Art sections are women, but 85%
of the nodes are female.
J
Guerrilla Girls tOHScma qf the ut
woi-ib
Figure 1
The image is
into the Met.

implied
placed next
Museum?"
contrast
to a headline that reads, "Do
(Demo, 2000,
between the Ingres
p.
and
woman
have to be
naked to get
148). "The text/image juxtaposition
Guerilla Girl
and
odalisque create an argument
by
Perspective
incongruity that challenges

This
juxtaposes
poster
such a
a well-known art
incongruity. The Guerilla Girls

and use
148).
equality"
(Demo, 2000,
art world claims of gender
bold image, the Guerilla Girls
incongruity
by Incongruity 18
image
were able
are able
with
to
text and a
make a
to harness the
it to further their cause,
gorilla mask.
strong
statement
artists and
By
using
using
power of perspective
helping women
p.
by
educating the
public about women artists.
Adbusters
"We
are a global network of
artists, activists, writers, pranksters, students,
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
live in the 21st
power structures and
consumerism
that
a major shift
century"
(www.adbusters.org). Through the
(www.adbusters.org), Adbusters Magazine,
posters, postcards
forge
and calendars
has
and
anti-advertising images
Adbusters Media Foundation
taken over our society.
use of a
"Adbusters
seeks
magazine
to
is
not-for-profit, reader-supported, 120,000-circulation magazine concerned about the
erosion of our physical and cultural environments
by commercial
forces"
(www.adbusters.org). Adbusters promotes the belief that society is
overabundance of commercial
We
want
to
the way the
change
world
music and culture
being harmed by
an
influences.
the way information
flows,
the way
keeps the peace, the way the food,

industries
set their agendas.
institutions
fashion,
Above all,
wield
power,
automobile, sports,
we want
to change the
Perspective
we
way
our
interact
with the mass media and the
society (Adbusters July/August 2003,
The Adbusters Media Foundation

to
fight this "enemy", Adbusters
reach
which
'"Pranksters'
those same
tools
advertising techniques that
understand.
the
strategies employed
According to
are not stand-alone parodies
able
(Harold, 2004,
already familiar
to
overthrow
intended"
with
reach an audience
Naomi Klein
(2002), "The
but interceptions
(p. 281). Adbusters
p.
189).
order
order
to
to take
By using
to promote an
using
anti-
language that they
most sophisticated culture
that hack into a
counter messages
to send a message
uses
in
(Klein, 2002,
marketing in
afford"
corporation's own method of communication
one that was
In
by big business
jamming"
mass media and
they
consumers are
advertising campaign, Adbusters is

already
of
the resources and venues
advantage of
produced
challenges the entire corporate media world.
uses
deploy the
meaning is
4).
their consumers, this technique is often called "culture
p. 280).
jams
p.
way in
by Incongruity 19
starkly
this technique in
at odds with
an attempt
the
to
the culture of consumerism.
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
have become indifferent to the images
to them. In order to counteract this
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
the more common approaches used in

advertising are reflexivity,
and the
display of authenticity. "Advertisers
appease viewer alienation
have
altered
by self-consciously drawing
subtexts"
(Goldman & Papson, 1996,
of viewers who
making fun
with
of
have become
their
these consumers. The authors
TV
ads
began to
mocks
women whose
Advertisers
of
aimed at people who
certitude"
(Goldman &
moral
help
invoked
to
create a good
as a
in formal
(Goldman &
that
over
100
business in its early
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
and sounds used
of consumers.
represented as a source of
For example,
value,
company that has been in
view
using images
of
in
"When
the corporate name, lends value to the
may then
it
a sense of sociocultural place and
choose to make a commercial
audience
p.
as
important frames for
Historical images
usually
this
1996,
noticed
the advertisers in the minds
history is
stuff?'
writes
men are attracted
themselves
get
yearn
equivalence with
may
to
(Goldman & Papson,
images to
sponsor"
business for
reflexively
nostalgically
Papson, 1996,
to
advertisers
an effort
memory, and tradition
formal category in ads,
which when placed
ad
Papson, 1996,
feeling
order
to the system of codes and cliches that constitute
sparkle and shine
history,
to advertising's
to give an example of this phenomenon,
dishwashing
also use nostalgic
"Signifiers
advertising.
advertising
dishes
of
words, in
in
outright manner
call attention
the typical theme
other
to
mode of address
attention
advertising in general,
go on
Recall the Sunlight soap
ads.
ads
cynical of
tactics in an
own
In
p. vii).
their
to nostalgia,
appeals
the
this commercial and equate the
Perspective
company's
company is
history with excellence because they have been
Authenticity is
revolve around what
an
object,
advertisers to
signifiers of
fabricated"
once
to
authenticity.
the screen
p. vii).
This
few have the trend, it is

it becomes
top
of
on
ads.
authenticity
142).
p.
they begin
quest
decontextualized
to appear inauthentic and
phenomenon mirrors
the
its way into the high

cool,
fashion
schools of
or authentic.
overused and those who then wear
advertising
the use of juxtaposition of
for
advertisers'
as soon as new
considered
or
However, it is difficult for
"The
when advertisers seek
these
of
it be the individual subject,
true.
the market and are always
mimics all of
This thesis focuses only
it in their
long. Thus, the
current market.
(Goldman & Papson, 1996,
new style makes
be "poseurs". Therefore,
Adbusters
whether
seen as real and
register on
the trend spreads
on
true,
so
"Questions
advertising.
self-defeating one, because
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
is real, honest, pure,
(Goldman &
industry and
must
another
for
increase its credibility in the
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,
looking for new
approaches
in
they
angles of
various spoof ads.
incongruous images
and words
in
ads.
Method
Out
Foundation
of the
over
41
the
ads
available, 20 "spoof
years were chosen
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"
postcards are analyzed
All images
to < www.adbusters.org> accessed
on
juxtaposition
ads
juxtapose incongruous
and what
are
or
taken
July 28,
"pieties"
use
were
for their
from the Adbusters
2006.
They
contradictory images, incongruous
use of
culture
are analyzed
being challenged. First,
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.
baby's face. Where the baby's
its
screen.
message of
The image
corruptive
of a
The
this ad
baby is
by the
words
spoof
eye should
"She's Got Your
It
shows a
be there is
To
a small
are printed over
associated with
anti-consumer culture.
close
pair
of
the
innocence
two
images,
the
images
while
one
up
picture of
television
Eyes"
is found in the juxtaposition
commonly
very
baby's
with an
cheek.
and the phrase.
television is seen
as
symbolizing innocence
Perspective
and
the other corruption, is contradictory to
audience.
The
words
"She's Got Your
"pieties"
about children and
are
their children to a consumerist culture at an
"The flow
and
J. Matt Giglio
(2005),
commonly
early
advertisers
age.
said
on
to
purposely target
forms, dramatically illustrating
parents
Through this
jars
spoof
an audience and causes
ad, Adbusters is
the consumer culture while also
able
regarding
children.
They
say,
blurs the distinction between

the
intense level
(p. 27). Furthermore, to
targeted at this
machine parts also
an
Matthew P.
of
audience"
commercialism
to
the parents for exposing
According to
of commodities on children's television often
content and promotional
jarring
Eyes"
their children. To put this phrase in this context places blame
McAllister
by Incongruity 24
show a
human
having
them to take notice of the image.
to chastise parents
showing disapproval
of
for exposing their
children
that consumer culture.
to
Perspective
by Incongruity 25
Figure 3
Figure 3
the well
to
looks like
known Absolut fonts
However,
across.
next
shows what
it,
and
the
the vodka
cap is
your
and centered
bottle is
exciting
(1995),
alcohol
learned piety
"perspective
down,
leaning against the bottle's

are printed.
large image
squished
IMPOTENCE"
"ABSOLUT
typical Absolut Vodka
of
the bottle to
side.
Underneath the
Absolut Vodka is
do
more
of
uses
their message
get
there is a little bit
liquid
spilled
words
advertised as a
about alcohol consumption.
by incongruity can
Adbusters
ad.
According
fun, hip
to Bonnie Dow
than test audience assumptions about
Perspective
their external world; it
can also question
fundamentally their identity in relation to that
world"
(p. 229). This
about
postcard uses perspective
the consequences
the word
of
which
their point
to a flaccid
challenge common
beliefs
and pairs
it
with
is completely contradictory to the brand image. To drive
home further, Adbusters
pictorial reference
make people think
by incongruity to
drinking. Adbusters takes the Absolut image
"impotence"
by Incongruity 26
also shows the
penis.
This
Absolut bottle slightly deflated
postcard uses
about sex and alcohol
in
brand image
an attempt
to
and
sexuality to
scare consumers
away
from purchasing Absolut.
Figure 4
Figure 4
shows
bed hooked up to
Cartoon
an
the famous
cigarette cartoon
icon Joe Camel sitting in
I. V. drip. In the Camel brand font the
characters are
normally
associated with
laughter
words
"Joe
and are not to
hospital
Chemo"
appear.
be taken
Perspective
the picture of a famous cartoon character getting chemotherapy is
Therefore,
seriously.
incongruous to
our attitudes.
cigarettes causes cancer and
"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.
fairly clear. Smoking
fact, however,
to
effects of
show an
icon
of
characters
are
even
cool and
immune.
in
daily basis.
These
messages can
in that
different light. This
those who
that the
sent
public service announcements and
we are
Adbusters has taken the anti-smoking
cigarettes, not
smoking is
many
are somewhat predictable
a cartoon cigarette mascot
cigarette
are cartoon
are
groups on a
be powerful, however they
further in showing
they
purpose of
fighting the disease is completely contradictory to the messages
other efforts made
aware of
The
cool"
Camel
sometimes
by Incongruity 27
peddle
already
campaign a
shows
step
that no one
them, thus shattering
representatives of
tobacco
even
if
Perspective
by Incongruity 28
(J BSESSION
Figure 5
The headline
printed on
over.
so thin
looks just like
direct
the
top
of
the image and "for
that the bones in her back are visible to
an actual
evident
association
weight.
appears on
women"
is
the bottom. An extremely thin woman is seen naked from behind
She is
it becomes
"Obsession"
Obsession
that the model
to the eating
This image
challenges
perfume
is
advertisement,
leaning over
toilet,
us.
Upon first inspection this
however,
indicating
disorder, bulimia, indicating
an
leaning
looking closer
when
she
is vomiting,
"obsession"
the piety that beautiful people are
with
flawless
and
body
that we
Perspective
should
try to look like them, by showing how
Christine Harold (2004), "The
bodies because 'the

an
image
name-
ad tells viewers that women are
beauty industry is the
"beauty"
of
and
with a social
two images
models remain so thin.
issue
a woman's
beast'"
by using
body and
According to
dissatisfied
(p. 190). This
with
postcard also
a combination of one word
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
the words "for
men"
a cologne
paired with a man
applied
to this ad. The
a male perspective.
name and
"beautiful
obsession with
disturbance.
from
brand
cologne
the viewer or off
at
of a cologne model
being
one or
the expected good-looking
the image
this time
and a word.
and white and
Obsession
what we would expect
issue. The image
also under attack
commentary that
in black
of an actual
Christine Harold's thoughts
penis.
to make
for the
juxtaposes
takes the word
and words
message.
across
"Obsession"
postcard
look
image
They usually have
style.
printed
an
his Calvin Klein boxer-briefs. The brand
headline
ad
very distinct
general
different
a much
wearing little clothing,
Figure 6 has the
advertisement with a cultural
cultural
have
and cologne advertisements
two extremely attractive
to figure 5 and juxtaposes
by Incongruity 30
transforms
This
it into
people"
using both images
body image promoted in many
Perspective
by Incongruity 31
YOU'RE RUNNING V
BECAUSE YOU WANT THAT RAI!
TO BE ALL YOU CAN BE.

WHEN YOU
EAR
Figure 7
Figure 7 juxtaposes the Nike brand
running
picture
while
there
all you can
an
holding
is
a passage
be. But it's
Indonesian
baby
you
in
blanket
and
image
of a
barefoot
looking frightened.
woman
Over the
that reads, "You're running because you want that raise, to be
not
factory and
globally before
wrapped
name against the
easy
your
decide it's
when you work
friends disappear
so cool
to
wear
sixty hours
when
they
a week
ask
for
making
sneakers
a raise.
So think
Nike". The Nike brand image
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
likely to be treated like
detritus
the piety that we
keep this
controversy
many to look down

of excellence.
need
are produced.
AiAWUI
over
Nike
"When the
behind"
Nike
corporation's
upon
that the people
the stuff left
don't
Figure 8
hard to
this piece the Nike brand logo is
reason
worked
that points out the Nike
instead
to
has
and recalls the
by Stabile
name with corporate greed
postcard challenges
fashions
poverty
However, in
This controversy has
process
of production are
196). This
consumers.
and words of
modes of production.
associate the
its
and excellence and
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
the words "ORGANIZED
replicated
in
company logos. The term
big business.
This
for the
big
average person
logos is
many
culture,
at
pairing the
first shocking
(1987)
or expectation
44). This
states
as
the piety that
a new
it
words
and
an
incongruity,
does just this. It
view of corporations and
words against
associated with the
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
that of someone involved
many
the many
mob,
with well-known
may inspire
which
over
crime"
challenges their pieties.
leaders
big red letters
light. For those involved in the
"organized
that, "Perspective
by viewing
postcard
is
companies are criminals and the
criminal trials of corporate
Bostdorff
organized crime
in
in
juxtaposing these two
ad shatters
"crimes"
makes viewers think about
consumer
smaller print
CRIME"
by Incongruity 33
in
the
consumers.
an orientation
agreement"
(p.
the average person's
anti-consumerism movement.
Perspective
by Incongruity 34
.fait.
DIhm
M*
Figure 9
Figure 9
shows a
fifties housewife
holding
a giant orange
Mood Brightener". The box is designed to look just like
The tagline "Wash Your Blues
piety
perfect wives.
They cooked,
to
work each
appears
associated with
most common
went
Away"
Tide
box that reads, "Prozac
laundry detergent box.
toward the bottom
fifties housewives is that they
of
the
image. The
are considered
cleaned, and kept the house in order while their
day. Goldman
and
Papson
(1996) say that
ads
to be
husbands
that use shock value,
Perspective
"engage the
spectator
in
a candid
discourse
underlying assumptions, reflexivity
about
of
about ads and
reflexivity; reflexivity
commodity fetishism
and
by Incongruity 35
the
their
norms of
(p. 88).
signs"
consumption, and reflexivity about the arbitrary
This
postcard
with
Prozac,
takes the idea
of
the "perfect
an anti-depressant.
Since
these two images are in juxtaposition
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,
creators of this postcard
the convenience of cars
Diane S. Hope's
doesn't
that
affect
consumerism
life
the earth deflated
the environment, nature,
many different lights
mentions
on
how
is
article as
images
use
very
of
the globe to create a
better, is
to have nothing to do
unlike
the
fantasy where
Images
can
The piety that

shattered
Our
be
the Earth
seen
in
side,
the concerns found in
advertisements
Hope
over-consumption
of
motorized vehicles
by this
of
obsession with
the harsh realities
with each other and
is effectively delivered.
bump?"
message mirrors
postcard points out
environment.
that
clear message.
However,
earlier.
tire tread going through the
and on a more negative
discussed
concerning the
powerful message
convenience,
have
destroying the
"Mother Earth". Cars
This
the environment, this
seem
was
killing our planet.
more convenient and therefore
images that
and
vehicles are
with a
it. Underneath this image it says, "What
are associated with
pollution.
commentary
by Incongruity 36
postcard.
have
made
By taking two
placing them together,
very
Perspective
by Incongruity 37
Figure 1 1
Figure 1 1 juxtaposes two
McDonald's company logo. The

though
they
are
pledging
The way the two

associated with
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
huge McDonald's company logo.
loyalty
to the United
allegiance and the
two McDonald's employees
in front
piety
pledging their
States
and pride that
is usually
by saluting the American Flag,
loyalty with the company logo,
this
Perspective
McDonald's
postcard says that
substitute
for the
employees are trained to
by Incongruity 38
be loyal to the company
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
the piety that
its
beef
"beef the image
vegetarian
get
of raw
food
and
foregrounds
reminds us that
an
image
beef is dead
and presents an alternative to
we need
point across
to
eat meat
juxtaposing
to
survive.
of a cow made
cows.
The
eating dead
This
only two images.
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
and white with a nude model posed
good-looking
man.
The headline
reads
expected model of a cologne ad with a
ads are
figure 13
like figures 5
known for their
and
use of
resembles a cologne ad
in that
provocatively, the model is not your typical
"Reality for men". This
card
juxtaposes
the
normal, overweight man and uses the word
Perspective
"Reality"
to make the point that perfume
unrealistic
challenged
for the
average person.
The piety that
in this image. As in figures 5
beauty industry is
and cologne ads promote a
the enemy is also
and
ads represent
how
6, Christine Harold's
applicable
to this
Figure 14
by Incongruity 40
body image that is
real people
statement
advertisement.
look is
that the
Perspective
Figure 14
shows the
image
empty bowl. Below the image

out
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
famous words, "got
worry
when
they
want
postcard takes that pious statement and gives starvation a
that there are those who are less fortunate in the
of a powerful
image
This
children starving.
Africa"
and well-known slogan
have
Parents
holding
an
postcard points
enough milk
often
in
saying things
their children to eat. This
face. This
world and
to do so.
the ground
milk?"
about whether or not we
there are
by Incongruity 41
piece aims
effectively
uses
to show
juxtaposition
Perspective
M ( tjo_r*j^ a
~_~Ji2j2__f-
<_.,
fay
pfc*K
\JdJ.
<f%
&
O-fH.
5*4*
i
uCVW
wcConaJfl's Ooqamaiion
W dit ***
;
f<Sa*fc
***%
i:-:!i
QakacooJs;
alNt.
Figure 15
pia;a
,.
by Incongruity 42
Perspective
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
that restaurants provide
to
catch
and
the
postcard
there
with
that McDonald's
Figure 16
are
going to play in
The image
the back.
the
attention
the back of the
alone."
words on
innocence
the audience's
healthy food
on
McDonald's, Sorry, my kids
the best I can give them. Please leave them
image usually
of
McDonald's french-fries. This image
the card is completely contradictory to the
the toddler
the
for the McDonald's
there is a message that reads, "Dear
sun and eat
front
different
toddler dressed as a box
alone suggests support
card
by Incongruity 43
disapproving
the
By juxtaposing
by challenging
is
on
message on
the
family eatery.
pieties
Perspective
Figure 16
again uses a child
to symbolize innocence as in Figure 2. There is
juxtaposition between many different images. The

its
mother's
entire
is
breast,
body is
as she stands nude
tattooed
seen as one of
natural act with
the
with
postcard shows a
The
holding him.
company logos. The
branding
as
baby is
act of a mother
most pure and natural occurrences.
the act of
by Incongruity 44
if to say that
also
baby feeding
from
nude, however it's
breast-feeding her child
This image juxtaposes that
we are
actively
feeding our children
consumerism.
Figure 17
Figure 17
also
features
a number of
different company logos
juxtaposition using only images. However, instead
baby,
the logos are in
place of
the
stars on
of
and
being plastered on
the American
is
able to show
an
innocent
flag. The American
flag is
the
Perspective
most patriotic symbol
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
flag represent each of the
stars on the
company logos, Adbusters
heritage, but instead
that we associate
by Incongruity 45
many
that
we
have become
suggests
nation's
that
fifty
we no
states.
longer have
so obsessed with commercialism
successful companies with national pride.
"te/*svfe+*
&r
^e&dfm Fg^er ?
Figure 18
Figure 18
shows
Underneath the image
military is commonly
United States. This

"terrorist"
which
two men in the military
are
the words, "Terrorist
seen as
postcard
respected,
firing
or
a weapon out of an airplane.
Freedom
honorable, "good
Fighter?"
The American
guys"
by those living
in the
takes the American military and associates it with the word
is contradictory to the
pieties
that Americans hold about our own
forces.
Perspective
However, in
other countries our
help but rather to

of
American
occupy.
This
military is
seen as a
postcard makes
pride with a word associated with
terrorist group that is
that point clear
fear
by Incongruity 46
and
not
there to
by juxtaposing
an
image
dishonor.
Figure 19
Figure 19
Fast food
shows a
restaurants
fast food hamburger
usually
show pictures of
with
"52%
FAT"
printed
in large type.
their food coupled with good words to
Perspective
associate them with such as
"100%
real
an unexpected approach and points out
juxtaposition because it is contrary to

advertisement.
statistics
forms
According to
a credible
the social order without
not
basis. This is
eating habits
"100% delicious". This
what a viewer would expect
scapegoating"
an
raises consciousness about
by Adbusters
and
of a
fast food
hamburger is
ads seen on a
to point out the nation's unhealthy
with a phrase.
Figure 20
imagery
the inadequacies of
(pp. 153-154). While the image

"normal"
image
instead takes
to see in a hamburger
mix of outlandish
again the statistic mocks
another attempt
ad
the hamburger's fat content. This is incongruous
hyperbole that
by juxtaposing
or
Anne Demo (2000), "The
"outlandish", juxtaposing it
regular
beef
by Incongruity 47
Perspective
Figure 20 juxtaposes two

with a
large distended
stomach.
One
juxtaposing
are
those
points
have
stomach.
stomach
separate
The
is large from
the two images next to
who are
dying from
second
image is
starvation and
each
of a
very
the other
people will
Americans
think twice
from
suffer
before
of a
starving
overweight man's
other, Adbusters points
starvation while
this out in the hopes that
nothing.
images. The first image is
by Incongruity 48
fat
over consumption.
out once again
from
over
man
obesity.
eating
By
that there
Adbusters
while others
Perspective
by Incongruity 49
Mcirllnmi
fni1!
"...
the.
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ll
,-
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iy
itu*tw|
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m*
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11
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....
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i,,,|,,t,l,.., I
l,|
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fcurfl nil j*yw-nu,

"''"
""
ting
"
"
'
'
sick minds come
sick products
,,-... 1.
"
I"
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ini.
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.41.
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,|
lupi..
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I vH-tHttlir
lykM
PtlllKl
mitt itli
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s,.i.
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-r-i*
Figure 21
Figure 2 1 is very different from the
using juxtaposition to
juxtaposition to
sell
fast food hamburger

that the burger is
make a
point, figure 21
their products.
as
more
other
images
explains
In the right hand
in figure 19. Underneath the

than
half fat
and yet
it is
analyzed
thus
clearly how
corner of
picture
marketed
is
far. Instead
of
companies use
the postcard is a photo of a
a passage that points out
to children
by a
"happy"
Perspective
Next to the hamburger is
clown.
addresses the
fact that
Man. The company

bottom
right corner
millions
a pack of
a picture of a sport
that points out that SUVs are marketed as
they cause
and yet
in the left bottom

The
passage
marketing
tons
cigarettes with a passage that
have died from smoking trying to
uses a cool and calm
is
Marlboro
cowboy to
utility
sell
vehicle.
vehicles
that
death
is
a picture of
help
the John Lennon
emulate
and
disease. In the
In the
middle of all of these
a paragraph
to escape to the outdoors
you
than the average car.
"Peace"
shoe made
that accompanies this image states that Nike has reached "a
efforts.
the Marlboro
Above it there is
of pollution and use much more gas
corner
by Incongruity 50
different images is the
Finally,
by Nike.
low"
new
in it's
headline, "From
sick minds come sick products".
Conclusions
Research Questions Restated:
Burke's
perspective
words?
How do the Adbusters "spoof
by incongruity theory?
incongruous images, two

incongruous
(1)
or more
(2) What
How do the juxtaposed
are
words and
Do the "spoof
incongruous words,
or
use
Kenneth
ads"
juxtapose two
or more
do they juxtapose images
the messages of the spoof ads
images
ads"
developed
create new perspectives
for
with
by Adbusters?
consumers
according to Burke's theory?
Of the twenty Adbusters "spoof

more
images only, thirteen
no ads
juxtaposed only
follows:
destroying the
ads"
analyzed,
seven used
used a combination of words and
words.
The themes
innocence
of
of children
juxtaposition
of
two or
images in juxtaposition
and
these postcards can be broken down as
(1), anti-drinking/smoking (2), body image
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
category includes two
associated with
Nike
of
advertisements
issues
attitudes
that even those who appear to be
brings to light the
the product
of our children's
about over
ads"
encourages people
point out
shop controversy
the
Messages
over
Those concerning the unhealthy eating habits
are three
advertising
dealing with the
concerning the destruction
beef. The three remaining "spoof
and
some
in the world, Anti-alcohol
There
the third
"spoof ads",
of consumer culture.
ads".
The first two
Finally
sweat
origins of
depression
in
six
and others
force-feeding
message
have imperfections
reflects
starvation elsewhere
that send the
the
the military (1). These themes fall into
and
categories are
branding category includes
branding of the
in the
These
depression (1), the
and product origination.
The
about
branding of America (4),
(1), American eating habits (4)
general message categories.
image,
are
from (2), the
where products come
by Incongruity 51
flawless
beauty
shown
advertisements.
One
athletics and the other concerns
ads"
deal
with
the American military,
environment.
Discussion
and
The Adbusters Media Foundation
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"
with specific goals
which we
a much
live
different
our
in
lives. If
place with
both
Perspective
positive and negative consequences.
people around the
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
culture: a self-enclosed universe of
has
merchandise,
adding to the
wealth of our nation.
In
is
looking
Turnoff
to the
as an escape
from New York
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
Adbusters Magazine there
bring
trying
them for their "TV
families together,
to enact change.
not
One
become militancy,
destruction"
not
writes,
products and brand-
purchase
"Urgency must
change,
so
together to create a third
some praise
too far in
Ethan Timm writes,
p.
Naomi Klein
in issues
consumerism and a
Remember to
2003,
emerged.
editor
organization's efforts.
Week"
others seem concerned
reader
letters to the
through the
a mixed reaction
culture
more
also poses some
become
drives individuals to
branding
ending
gotten out of control
brand-name people, brand-name
(p. 60). This
of
Branding has
they brand have fused
name
media"
has
anorexia and
there would be
branding
more
consumerism, it is important to
world's economy.
people
of
food,
branding
with
by
themselves and able to lead
with
if we discuss the implications
that society has become entirely too obsessed
remember that consumerism
were addressed
thinness there might be less
was not equated with
positive consequences continue
over consumption.
interesting
For example, if body issues
by Incongruity 52
(Adbusters
Perspective
The study is limited in that there is
While this study
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
advertisements could and should
would
be
what
because they
perfect candidate
for
have already been
to reach a
be
by
The Adbusters
However, Adbusters
of message and
it
determine
world of communication
advertisements.
on mainstream advertisements and
spoof campaign
use of perspective
found in Adbusters Magazine
approaches are mimicked
for
campaign
ads"
to enact social change through efforts. Their magazine
an analysis of
done
many
study the
Media Foundation is
seek
how the Adbusters
time. Further no attempt to judge the effectiveness of the
changed over
was made.
no analysis of
by Incongruity 53
studied
uses
the same
different kind
in the future.
of
Perspective
by Incongruity 54
References
www.adbusters.org link
to secure.adbusters.org/orders/postcards/
Bostdorff, D.M. (1987, February). Making

the Form and Attitude
of
Light
of
Political Cartoons.
retrieved
July 28,
2006
James Watt: A Burkean Approach to
Quarterly Journal of Speech, 73,
43-
59.
Burke, K. (1954). Permanence
and
Change. Indianapolis: The Bobbs-Merrill Company,
Inc.
Girls'
Comic Politics
Demo, A.T. (2000, Spring). The Guerrilla
Studies in Communication, 23(2), 133-156.
of
Subversion. Women's
Dow, B.J. (Fall 1994/Winter 1995). AIDS, Perspective by Incongruity, and Gay Identity
in Larry Kramer's "1,112 and Counting". Communication Studies, 45, 225-240.
Erikson, C. (2000, September 3). The Pursuit
of
Less. The New York
Times,
p.
14.1.
Goldman, R., & Papson, S. (1996). Sign Wars: The Cluttered Landscape of Advertising.
New York: The Guilford Press.
Jamming"
as Media
Harold, C. (2004, September). Pranking Rhetoric: "Culture
Activism. Critical Studies in Media Communication, 21(3), 189-211.
Hope, D.S. (2002). Enironment as Consumer Icon in Advertising Fantasy. In M. Meister

& P.M. Japp (Eds.), Enviropop: Studies in Environmental Rhetoric and Popular
Culture (pp. 161-174). Westport CT: Praeger.
Klein, N. (2002). No Space No Choice No Jobs No Logo. New York: Picador.

Letter to the Editor. (2003, July/August). Adbusters
Luh, C. (2005,
December 13). Much too
things, then
we're afraid
to
much
Magazine,
STUFF: We
get rid of what we
4.
p.
grab
for
really don't
more and more
need.
St. Louis Post,
p.
B9.
secure.adbusters.org/orders/postcards/
retrieved
July 28,
2006
Stabile, CA. (2000, June). Nike, Social Responsibility, and the Hidden Abode
Production. Critical Studies in Media Communication, 17(2), 186-204.
Tonn, M.B., & Endress, V.A. (2001). Looking Under the Hood
Cynicism: Ross Perot
and
"Perspective
by
and
Tinkering
of
with
Incongruity". Rhetoric & Public
Voter
Perspective
by Incongruity 55
Affairs, 4(2), 281-308.

McAllister, M.P. (1996). The Commercialization
Control
and
of American Culture: New Advertising,

Democracy. Thousand Oaks: SAGE Publications.
McAllister, M.P., & Giglio, J.M. (2005). The Commodity Flow of U.S. Children's
Television. Critical Studies in Media Communication, 22(1), 26-44.
Peyton, T.P. (2001, December 16). Living
Post, p. D03.
a noble
life from
Rosteck, T., & Leff, M. (1989, Fall). Piety, Propriety,

and
Application
of
Key
and
frugal lifestyle. Denver
Perspective: An Interpretation
Terms in Kenneth Burke's Permanence
Western Journal of Speech Communication, 53, 327-341.
and
Change.

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Rochester Institute of Technology

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Perspective by incongruity in visual advertising:

Follow this and additional works at: http://scholarworks.rit.edu/theses

Applying Kenneth Burke's Theory

to the Adbusters Anti-Consumerism Campaign

A Thesis Presented to The

Faculty of the Department of Communication

Communication & Media Technologies

Thesis/Dissertation Author Permission Statement

Print Reproduction Permission Granted:

0},"[C\tJe\t)E]ormOJ\. ,hereby grant permission to the Rochester Institute

Eli za bet h Go rman

Print Reproduction Permission Denied:

The following members of the thesis committee approve the thesis of

Social Historical Context

Kenneth Burke developed the theory

challenging their habits

incongruous juxtaposition. The

be broken down into four

and corporate practices.

Adbusters Media Foundation

that the cards either juxtaposed two incongruous

The study found that

general topic categories:

and product origination.

the use of Kenneth Burke's

of juxtaposition of words and/or

images found in the Adbusters "spoof

done connecting the theory to the field

important to delve into the

media, very few

campaigns and about

by incongruity theory has

power and use of

advertising field, I believe that it is

general, as well as to anti-consumerism activities.

a major part of our

Society is bombarded with thousands of images every

society, there are others that

the effects that

most active anti-consumer groups

techniques and rhetorical strategies used

traditional advertising to actively denounce advertising and consumerism in

spreads their messages through

that people not

observed all over

with unwelcome commercial messages.

"TV Turnoff Week". "TV Turnoff Week is

And challenging the

Adbusters Magazine, through their

also runs anti-consumerism campaigns.

heavily distorted reflection

employed a number of attention

make a connection with overloaded audiences.

in two completely different

a significant amount of weight.

to draw in the attention of those

in advertising is the Bennetton

common example of juxtaposition

benefit from the

candid and posed.

an overweight man or woman caught