Social criticisms reflected in TV commercial parodies: The influence of popular culture on advertising

Abstract

Advertising has long been criticized for its role in selling products and for its influence on society. Regardless of the viewpoint one takes on advertising, criticism remains a constructive tool for understanding the nature of the discipline. Although the literature is replete with various scholarly criticisms, one viewpoint has been neglected - that of pop culture’s perception of advertising. To address this gap, an interpretive analysis of Saturday Night Live commercial parodies aired on prime time television was investigated. Since parody is a form of criticism, an analysis of these commercial parodies can help our discipline to better understand another important view of TV advertising. Further, the potential consequences of advertising parody will be discussed. © 1994 Taylor & Francis Group, LLC.

Publication Title

Journal of Current Issues and Research in Advertising

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