How consumers subvert advertising through rhetorical institutional work

We consider consumer subversion of advertising by investigating social media activity in response to an advertisement aired by a global brand. We draw on Aristotle's rhetorical justification to show how consumers used logos (logical appeals), ethos (credibility or moral authority), pathos (emotion‐inducing), and kairos (opportunity) rhetoric to challenge and undermine this advertising. Our study provides greater understanding of the mechanisms...