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Brands and Burlesque: Toward a Theory of spoof Advertising
KTH, School of Industrial Engineering and Management (ITM).
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2012 (English)In: AMS Review, ISSN 1869-814X, Vol. 2, no 2-4, 88-98 p.Article in journal (Refereed) Published
Abstract [en]

Parody, or spoof advertising, is as old as advertising itself. However, the rise of consumer generated content and its rapid diffusion have created a veritable epidemic of spoof ads aimed at companies and their brands. Brands are increasingly becoming the targets of burlesque. Marketers, faced with a loss of control over their message, are left wondering why some brands are mercilessly ridiculed while others seem impervious and immune. In this paper we address the central question of “which brands are most at risk of being parodied, and why?” To this end we develop a theory of spoof advertising based on the literatures of burlesque, satire, and caricature. We then apply the theoretical model to a well-known spoof ad to illustrate the theory’s explanatory power. Finally, we discuss avenues for future research in this area.

Place, publisher, year, edition, pages
2012. Vol. 2, no 2-4, 88-98 p.
Keyword [en]
Spoof advertising, Caricature, Parody, Brands, Marketing message
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-122896DOI: 10.1007/s13162-012-0027-4OAI: diva2:624758

QC 20130603

Available from: 2013-06-03 Created: 2013-05-29 Last updated: 2013-06-03Bibliographically approved

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Pitt, Leyland F.
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