- Anti-advertising
An anti-ad draws your attention to and makes you aware of the conventions of advertising. In effect anti-ads seems to tell the audience that they are smart enough to see through the tricks played by advertisers. Not only does an anti-ad break the rules of advertising. It shows you how and why they have done this.
The notion of anti-advertising started in the 1950s with the 'lemon' ad from Volkswagen. 'Lemon', is another world for a bad car. Calling their cars 'lemons' shocks readers into reading the rest of a lengthy infomercial about their strict inspection process at the Volkswagen factory.
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