The social ideology of anti-consumerism is to discourage consumption or purchase of excessive goods. Anti-consumerist believed that consumerism is the cause to a lot of problems such as debt, environment pollution and many more. Therefore, anti-consumerist make awareness on fighting issues using consumerism techniques (counter-consumerism).
Analysis of ad buster
Through the works of ad buster, it showcases different methods that they used to voice out their belief. From my observation, wordplay and creative copy writing is widely used in their works. Besides, the message in their work are simple and straight to the point, so that the audience would know what it's talking about in one glance. Moreover, parody of normal advertisement could also be seen in their works.
Few of my favorite work from ad buster
1. Absolute Impotence (Vodka)
The ad talks about the consequences of drinking. I really like how they used the silhouette of the bottle in different scenarios that lead to death. For example, the rope which means drinking is like suicide.
2. Psycho (Thinner than ever)
The ad talks about the difference in society of different countries and also about how we are more focused on materialistic possession instead of world problems. I personally think, the use of word choice is smart because the words make sense in both context.
3. Advertising is brain damaged
This website mimics the pop up ads that we saw on popular social media. It is also interactive, which catches the audience attention. From the website, it showcases how usually ads cover up some important information (not honest with consumer).
Based on my understanding, here is a few things I learned from ad busters that I could apply for my I am AMPLIFIER project:
- creative way of wordplay/ copy writing
- parody of existing ads
- counter-culture
- simple and straight to the point
- using icons of brand/company that contribute to the problems you want to address
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