While I was attending the University of Human Sciences in Strasbourg, France, in May 1967-May 1968, the Situationists had taken over the powerful Students Association and started distressing the University’s top brass with increasing frequency: their carefully-planned Agit-Prop-style events ran from protest parties disrupting exam rooms to illustrated political pamphlets: they gave the small town a run for their money. The sometimes hilarious and always subversive pamphlets used illustrations borrowed from other well-known graphic work onto which they attached sentences derisively taken from the works of Mao, Karl Marx or  excerpted from current philosophical authors favored by many Political Science or Philosophy university students. In one word, they were rerouting, or jamming. Yes, jamming, just like the Resistance fighters during WWII were “jamming” the radio air-waves with noise to prevent Hitler’s speeches from reaching its intended audiences, or to surrepticiously send morse or other coded messages under the noise waves. From then on, some artists around the world started appropriating the idea and appplied rerouting to their work. Ruscha’s work comes to mind, as well as Lichtenstein, amongst others. The examples below stem from this idea of rerouting: appropriating a seemingly innocuous advertising message and mining its unintended narrative for other purposes.

1. HOW TO SURVIVE DURING A FINANCIAL CRISIS: KASHI’s Go-Lean  . . .

the original
 

and the modified:

 IN A CRUNCH? GO-LEARN KASH-ING!

IN A CRUNCH? GO-LEARN KASH-ING!

2. A MACHO WORLD: NICOLE KIDMAN, AKA ALPHA GIRL, IS TAKING NO CHANCES . . .

The original:  

and the transformed:

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