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


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...

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