The multidimensional nature and brand impact of user-generated ad parodies in social media

What is the impact of ad parodies on the brands they spoof? This question arises from the recent confluence of heightening comedic interest in parodying advertising and the growing trend of amateurs creating their own ad parodies in social media.

The multidimensional nature and brand impact of user-generated ad parodies in social media

Bruce G. Vanden BerghMichigan State University

Mira LeeChung-Ang University

Elizabeth T. Quilliam and Thomas HoveMichigan State University

Introduction

Cultural critics argue that parody has become a characteristic form of expression in the mixed and participatory media ecology of the digital age (Jenkins 2006, pp. 282–290). New media technology has provided vehicles that allow not only professionals but any user to borrow and remix artistic or popular culture content in a way that imitates the original content while creating new...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands