Mocking Ads through Mobile Web Services

The need for creativity is ubiquitous, and mobile devices connected to Web services can help us. Linguistic creativity is widely used in advertisements to surprise us, to get our attention, and to stick concepts in our memory. However, creativity can also be used as a defense. When we walk in the street, we are overwhelmed by messages that try to get our attention with any persuasive device at hand. As messages get ever more aggressive, often our basic cognitive defenses—trying not to perceive those messages—are not sufficient. One advanced defensive technique is based on transforming the perceived message into something different (for instance, making use of irony or hyperbole) from what was originally meant in the message. In this article, we describe an implemented application for smartphones, which creatively modifies the linguistic expression in a virtual copy of a poster encountered on the street. The mobile system is inspired by the subvertising practice of countercultural art.