Culture Jams commonly poke fun, or distort a brands name and they genuinely due this through some sort of image. Before you perform a culture jam, it is important to understand what the brand tries to market itself. For example, Nike tries to market themselves as the top name in sports, exercise, etc. However, people may distort Nike's image as being one of the highest profiting sporting companies and show the workshops, and poor labor conditions the workers are forced to work in. For the culture jam of the Absolute Vodka bottle, Absolute tries to market themselves as a higher class alcohol. We would rarely find an advertisement that would show Absolute demoting themselves, and showing the real effects of alcohol. This image portrays the effects of alcohol by having the bottle bent over, or appearing sluggish. It is showing that when people drink Absolute or any alcohol in excess people suffer severe side effects and possible health issues.
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