GDC, Week 2: Anti- Consumerism and Adbusters Magazine

Anti-Consumerism originated when people start criticizing continual buying and material possession. When the sales of materials overcome the daily needs. But Anti-Consumerism is much more than just boy-coting materialistic products, it’s a dehumanizing behavior that is destructing the way of living where people are relying on something that they want instead of what they need.

Which is why advertising plays a big role in attracting consumers. And that’s how Adbusters Magazine found its purpose. Adbusters Magazine takes away the pretty side of the advertising and creates another art form that shows us the hard-cold truth behind all the sugar-coated commercials. Not only that Adbusters states the truth they too are environmentalists, animal-rights activists, anti-technology activists, or neo-Prohibitionists. They are all these things and more. Here are some works they did to convey the message:

Here’s a poster of a Big Mac with a typography 52% Fat, to indicate no matter how good the food looks, as long as the nutrition facts are there, you’re bound to lose some interest.

The next one is about Absolut Vodka, where they arrange the chair into the shape of the Vodka bottle and with the added typography that says, “ABSOLUTE AA”, which means addiction to alcohol that leads to support groups.

Adbusters Poster "THE TRUE COLOUR OF BENETTON"

The last one, which not many of us knew. United Colors of Benetton is a fashion brand that became controversial when they use images that conveyed messages that do not relate to them but they earn the sympathy of the consumer, which in reality, they just used the image to increase sales. And then, Adbusters Magazine came out with their poster “THE TRUE COLORS OF BENETTON” where they added a man with cash stuffed in his mouth to symbolize salesman selling out on empathy.

References :

Anti-consumerism Movement (n.d)

https://www.britannica.com/topic/anticonsumerism-movement