"The subversion of ads, so-called subvertising, is common among political activists worldwide. But Brazil’s protesters have taken an unusual route, co-opting the popular ad slogans to rally support for unrelated causes. It is an indication, sociologists say, both of excessive consumerism and political alienation. . “Many protesters don’t have any connection to political parties, so they borrow the messages from the world they are immersed in – and for the past few years that has been a world of consumption,” says Dennis de Oliveira, a media professor at Brazil’s USP university" . "Fiat’s slogan is a case in point. While the carmaker has become a household name because of a boom in vehicle sales, its slogan was initially used by protesters this month to campaign for fewer cars and better public transport. “Fiat is part of the problem in this sense but protesters don’t seem to make this association,” says Leandro Leal, a freelance copyrighter in São Paulo. “Brazil’s model of social inclusion has been one that prioritises consumption, so instead of encouraging drivers to use public transport we have given credit to the poor so they can buy cars,” he says".
Posted on: Mon, 01 Jul 2013 21:29:43 +0000
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