Istanbul Gelisim University Faculty of Economics, Administrative and Social Sciences Advertising Department Research Assistant Aydan Ünlükaya attended the 6th "International Social Sciences Congress" held in Van between 21-23 May 2021 via Zoom. With her paper titled "Brand Activism and Subvertising in the Context of Culture Jamming: The Case of H&M-She's A Lady Commercial Film", Ünlükaya emphasized how the contradiction between the values promoted by brands that carry out brand activism and their corporate behavior is revealed through subvertising. In the theoretical background of the study, firstly the concept of culture industry was defined in the context of the relationship between advertising and culture, and in the second part, the cultural jamming movement and subvertising were explained with examples. In the third part of the study, the concept of brand activism is associated with subvertising. In the last part of the study, Ünlükaya examined the subvertising application of the H&M brand’s "She's a Lady" commercial film, which can be evaluated as an example of brand activism.
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