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Detournement twists round adverts to give different meaning
A détournement is a variation on a previous media work, in which the newly created one has a meaning that is antagonistic or antithetical to the original.
We are bombarded with media that tries to sell us stuff. We are used to looking at adverts. This method takes the language of adverts that we all know so well and uses it to tell an alternative story that sometimes critiques what is being sold or raises an important issues.