Tumblr's hyperspeed, hyper-fertile image culture has generated a strange trend: creating DIY adverts by putting brand logos on apparently abstract and unrelated images.
What's going on? What are the visual tropes, who's doing this - what inspires people to co-create and appropriate brands like this?
Is it an act of subversion or aspiration? Brand hijack, or identification and longing? The meanings are unclear - these images are posted without commentary, making semiotic analysis the only route possible
What does it mean for the relationship young people have with brands? What are they saying that Nike, Adidas and Chanel mean?
And has this abstract visual language always-already been coopted by the brands themselves?
Pecha Kucha presented at LimaZulu London, October 2012.
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