反品牌运动与“文化反堵”  

Anti-Brand movement and "Culture Jam"

作　　者：鞠惠冰[1,2] 王睿[1] 

机构地区：[1]吉林大学文学院广告学系 [2]吉林大学社会学博士后科研流动站

出　　处：《广告大观（理论版）》2013年第6期61-66,共6页Journal of Advertising Study

摘　　要：品牌在真实和意义方面的强力宣言,与产品能够传达的东西以及这些产品的生产过程之间的巨大矛盾,直接导致了反对大品牌的积极性不断高涨。在"商标光芒"背后的真相是,超级品牌之所以能吸收巨大利润的秘密,即将"制造者"和"消费者"这两个世界尽可能划分清楚。这也促使反品牌运动者使用"文化反堵"的技巧来反品牌,即讽刺性地模仿广告,劫持广告牌,从而彻底改变其原先承载的信息。A brand brings in the convey something, and reality and significance, w the production process of th huge contradiction between the products trying to these products, and a direct result is the enthusiasm of the opposition of the big brands soaring. In order to reveal the truth behind ＂trademark light＂, to point out the secret why the super brand has been able to absorb the huge profits, that is to define these two worl.ds ＂manufacturer＂ and ＂consumers＂ as c!.earl.y as possible. This al.so contributes to the anti-brand movement by using the ＂Culture Jam＂ skil.l.s to anti-brand, that is hijacking bil.l.boards advertising and ronic imitation, which compl.etel.y changed its original, bearing

关 键 词：反品牌广告文化反堵 

分 类 号：C913[经济管理] F713.8[社会学]