1. (cultural appropriation) The adoption by one cultural group of some of the cultural forms of a different cultural group (including subcultures). For instance, ‘metrosexual’ fashions can be seen as a cultural appropriation of gay culture by heterosexual men.
2. (advertising) A ‘cannibalistic’ process drawing on widespread cultural and subcultural imagery and recontextualizing this in advertisements for target audiences for whom such imagery may be particularly meaningful. For example, the imagery associated with existing representations of nostalgia, feminism, and homosexuality has been widely appropriated in this way, as have celebrities and stylistic fashions. In semiotic terms, this is the appropriation of signifiers and their recontextualization in advertisements, where they acquire new signifieds and thus become new signs. See also meaning transfer; metaphor; compare condensation.
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