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Originally Posted by jewels443
For those of you that are into culture jamming, I truly want to understand how and why you think it's effective. The Sony pic that JJ posted (#7), for example. "There's nothing good on TV." Cute. Clever. Funny. But do you really think that anyone's not going to buy a Sony or not watch TV because of that?
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The reason that advertising works so well is its saturation and repetitive nature. We learn slogans and jingles because we're exposed to them to the point of near saturation. We have positive or negative attitudes towards products based upon how we react to a particular ad campaign. Think about how a bad news story or a particularly funny advertisement can affect a business. Remember the diet candies that came out in the late 70s? They were extremely popular for a few years, and then quite quickly were removed from the market because people refused to buy them.
Instances like the Sony photo I posted attempt to work in the same manner. Naturally, culture-jammers have neither the funds nor the exposure to get their message out to the extent that the marketers do, so they use what they can. However, if enough people get out and perform the same actions and enough billboards are altered in the same fashion, then the same message becomes ingrained. One billboard by 2 or 3 people won't be effective, just as one advertisement in one market won't be effective, this is why culture jamming takes a more organized approach in order for it to be effective.
It's about changing people's perceptions. If you don't remember, the name of the diet candy was AYDS.