Here is a subvertisement of some erotic ads:
It is more of a documentary than a culture jam, but the idea of subverting the dominant meaning is certainly there. If one only saw the pictures in this video it could be seen as promoting sexploitation. However, because of the story told in the subtitles, images of young sexy girls become tragic, rather than erotic. The music also contributes to this, lyrics like “Don’t think about all those things you fear, just be glad to be here” are quite clearly about promoting women’s self-esteem, not their exploitation.
The video shows the power of YouTube in two ways. First, in that someone was able to compile video, and then tell her own story with subtitles. Secondly, because many of the videos in this video come from YouTube. The creator was able to find them with YouTube, rearrange them, and then layer a message on top to interrupt what most people would expect from the images being shown. Rather than promoting sexy girls, the video is a call to action. It denounces the sexploitation of girls in advertising.
