Adbusters

Detournement- means highjacking or re-routing (culture jamming)]

'Culture jamming'- The practice of criticising and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global bands.

Commodity fetishism:

- Giving significant value to an object  

- representation is far more important than other things 

Marxism:

-Is about conflict between working class and ruling class (people who own businesses)

-Working class are exploited by the ruling class- to control them and keep them in their place

-Supported communism 

-Believed commodity fetishism is another way of keeping 
people in their place

 ADBUSTERS:
Published by monthly by Adbusters media foundation, 1989- present
Price: £10.99
Circulation: 120,000 readership
Set edition: May/June 2016
Genre (from website): independent/ campaigning/ culture jamming
Not for profit magazine 

Potential Genres:

• Black humour- satire 
• Genre is not immediately clear- each cover is different with no indications on the front about what is inside the magazine   
• Parody- an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect.
• Political 

Brand identity:

• Simple
• Informal mode of adress
• All different building a specific target audience
• Mainly images 
• Short, straight forward mastheads
• Different layout- varies design 

DOES NOT FEATURE PAID ADVERTS

Front cover:

• simple layout
• mid shot 
• 'post west' 
• hermeneutic code - with the title 
• proairetic code is presented here within the man's pose and camouflage vest 
• masthead- covered in dirt/sand- distorted would of been done via the spray paint tool
• self vandalism- they don;t care what others think about them 
• political 
• Typography and font is basic and simple, as though they are trying to get a message across to their audience 
• it is being critical of our culture and how we are obsessed with war
• bold front cover- Don't know what you would be getting if you brought this magazine
• NOT a conventual magazine 
• Subverts conventions of magazines and advertising 
• Plain white mast head which has been sprayed over 
• Black background- different from normal white backgrounds
• social political message- life as we know it has changed - 'post truth'
• front cover is not fully anchored 
• front cover lacks any other conventions such as a barcode, cover lines and prices- subversive nature of the magazine 
• Front cover is being vandalised 
• Change the masthead with every issue 
• Main image of male in camouflage jacket, angry expression, clenched fist, image partially pasted over- subverts codes of consumer/lifestyle magazine 
• Makes the meaning of the magazine unclear
• Main image is an example of the hermeneutic code 
• Cover line 'post-west' in same white font as the masthead, dominantly positioned in the lower third of the cover
• Social/political message- image linked to article 'time for a radical rethink of what is considered a normal life in the decadent west'. Also suggesting a link to 'post-truth'
• Intertextuality within the front cover/magazine