Détournement

Détournement, on the other hand, makes it possible for the images produced by the spectacle get altered and subverted so that rather than supporting the status quo, their meaning becomes changed in order to put across a more radical or oppositional message.

Deceptive détournements are when already significant elements such as a major political or philosophical text, great artwork or work of literature take on new meanings or scope by being placed in a new context.

[9] Examples of contemporary detournement include Adbusters' "subvertisements" and other instances of culture jamming, as well as poems composed collaboratively by Marlene Mountain, Paul Conneally, and others, in which quotations from such famous sources as the Ten Commandments and quotations by United States President George W. Bush are combined with haiku-like phrases to produce a larger work intended to subvert the original source.

In this case, the original advertisement's imagery is altered in order to draw attention to said company's policy of shifting their production base to cheap-labour third-world "free trade zones".

Here she details how corporations such as Nike, Pepsi or Diesel have approached Culture Jammers and Adbusters and offered them lucrative contracts in return for partaking in "ironic" promotional campaigns.

The Neue Slowenische Kunst has a long history of aggressive détournement of extreme political ideologies, as do several industrial music groups, such as Die Krupps, Nitzer Ebb, KMFDM, and Front 242.

In October 2023, Netflix used the advertising visual style of luxury jewelry brands but with models that were obviously missing those jewels, a trick to promote the series Lupin.