O objetivo do presente estudo eÌ investigar como as paroÌdias publicitaÌrias (ou spoof ads) da marca Absolut Vodca veiculados no site da AdBusters Media Foundation, que possui destaque dentre os movimentos de resisteÌ‚ncia classificados como culture jamming, refletem as caracteriÌsticas e criÌticas apontadas na literatura sobre tal movimento. Trata-se de uma pesquisa exploratoÌria com base em um estudo de caso dos spoof ads da marca Absolut. Os resultados apontam que muitas das caracteriÌsticas do movimento de culture jamming estão presentes no corpus analisado. Conclui-se, portanto, que os spoofs são elementos representativos do movimento jammer de resisteÌ‚ncia previamente mencionado.
The aim of this study is to investigate how advertising parodies (or spoof ads) of Absolut Vodca brand found at the site of Adbusters Media Foundation, which features among resistance movements classified as culture jamming, reflect the characteristics and criticisms in the literature on such movement. This is an exploratory research based on a case study of Absoluts’ spoof ads. The results show that many features of the culture jamming movement are present in the analyzed corpus. Therefore, it is concluded that those spoofs ads are representative elements of the resistance movement previously mentioned.
