The subversive reappropriation of advertisements by activists: What are the effects of moral indignation on the cause, the NGO involved, and the brand subject to the reappropriation?
Brodin, Oliviane
The subversive reappropriation of advertisements by activists: What are the effects of moral indignation on the cause, the NGO involved, and the brand subject to the reappropriation? - 2024.
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This paper focuses on activists’ subversive reappropriations of advertisements, designed by associations or NGOs with the aim of engaging consumers in their cause. These reappropriations are common, especially on social media where they can circulate widely. This article aims to study their effects on the cause defended, on the association behind the reappropriation, and on the brand that is the object of it. An experimental design was used to show the role of moral indignation in these effects on attitudes and engagement, taking into account the radicality of the association and the tone of the message.
The subversive reappropriation of advertisements by activists: What are the effects of moral indignation on the cause, the NGO involved, and the brand subject to the reappropriation? - 2024.
28
This paper focuses on activists’ subversive reappropriations of advertisements, designed by associations or NGOs with the aim of engaging consumers in their cause. These reappropriations are common, especially on social media where they can circulate widely. This article aims to study their effects on the cause defended, on the association behind the reappropriation, and on the brand that is the object of it. An experimental design was used to show the role of moral indignation in these effects on attitudes and engagement, taking into account the radicality of the association and the tone of the message.
Réseaux sociaux