Subvertising refers to the practice of making spoofs or parodies of corporate and political advertisements in order to make a statement. This can take the form of a new image, or an alteration to an existing image. A subvertisement can also be referred to as meme hack and can be a part of social hacking or culture jamming.
According to AdBusters, a
Canadian magazine and a leading proponent of counter-culture and subvertising, "A well produced 'subvert' mimics the look and feel of the targeted
ad, promoting the classic 'double-take' as viewers suddenly realize they have been duped. Subverts create cognitive dissonance. It cuts through the
hype and glitz of our mediated
reality and, momentarily, reveals a deeper
truth within."