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Between 1587 and 1589, Netherlandish artist Jan van der Straet engraved a series of plates entitled New Inventions of Modern Times. One, Allegory of America, portrays an Indigenous woman in a feathered headdress and skirt eagerly welcoming Florentine explorer Amerigo Vespucci as he steps onto land. Van der Straet’s work occupies space in a long history of male European artistic depictions of Indigenous women, but the white colonial gaze evident in Allegory has not gone unchallenged. In 2007, Rebecca Belmore (Anishinaabe) responded to transhistorical violence against Indigenous women and girls with a billboard instalment entitled Fringe. Although originally displayed as a direct response to the Pickton murders in Vancouver, Fringe transcends a single event or story. Belmore’s billboard reimagines controlling images that construct Indigenous women as sexually available conquests. She strips the image of the icons that artists have used to represent Indigenous women. By placing the billboard in a crowded metropolitan area, Belmore forces the viewer to confront the still-present reality of Indigeneity alongside the concomitant brutality of settler colonialism. Belmore’s art functions on multiple levels to convey a sense of survivance in the face of systemic attempted genocide. Fringe is a fully realised, modern, and powerful piece of art activism that transforms visual culture. In this paper, I analyse the transhistorical effects of art as a tool of colonisation, as seen in van der Straet’s work. I then theorise Fringe as a vibrant piece of art activism (artivism) that subverts the white male colonial gaze.

Racquel Bailey bought a billboard to get the director’s attention once before. This time, her dedication and perseverance paid off.

Researchers Katherine Du et al examined whether brands can benefit from \"reappropriating\" insults, or intentionally adopting an externally imposed negative label. When the Carolina Hurricanes hockey team was called \"a bunch of jerks\" by a commentator for their celebratory antics, for example, they put the phrase on merchandise. The result: over $875,000 in sales. The researchers conducted three studies to understand when and why this strategy works. In a real-world test, they ran Facebook ads that featured a fictitious electronics store responding to a one-star review. An ad featuring reappropriation achieved a 7.12% click-through rate, compared with 5.62% for an ad that denied the insult. A second study found that reappropriating an insult generated much more customer interest for a brand than ignoring, denying, or apologizing for it. The advantage was driven by two factors: Consumers perceived brands that reappropriated as more humorous and more confident. But before you go slapping your one-star reviews on billboards, some important caveats: The researchers found that reappropriation backfires when the insult comes from a vulnerable person (such as an elderly woman), because the brand appears to be bullying someone less powerful.

The study aims to detect the relative impact of the basic advertising elements on attaining advertisement objectives. It also seeks to determine if the location and quality of billboards have an essential moderating impact on the effectiveness of advertising elements concerning their ability to achieve desired advertisement objectives in a developing country such as Jordan.A quantitative survey methodology and an online questionnaire were used to a convenient sample of 450 university students from different academic years and their family members and acquaintances in Amman, Jordan, to achieve the study goals. IBM SPSS version 25 and Smart PLS 3 were used to test the hypotheses. The study revealed a statistically significant impact (p ≤ 0.05) of three billboard advertising elements in achieving the goals of promoting advertisements, namely: headline (t = 3.483), color (t = 2.308), and the number of elements (t = 2.418). However, the study failed to prove the effectiveness of other two elements in achieving these objectives. The analysis did not confirm the effect of moderation of billboard locations and quality between independent variables and billboard’s advertising objectives; however, the location of billboards (independent variable) directly affects the achievement of advertising objectives. The study came up with a set of conclusions, the most important of which is that the billboard still has an important impact on customers’ purchasing behavior or power, regardless of the location and the quality of billboards as a moderator variable.