
Instead of making a simple joke or a comment on the product being parodied, this a more conscious use of the format. Here, the logo is actually being subverted, and used for a completely different purpose. The artist is, in effect, stealing the power inherent in the brand identity and repurposing it for their own ends.
This works in a couple of ways: first, it presents the message (i.e. "Jesus") in a form that has proven to be a successful visual style that is readily accepted by the general public; also it normalizes the message, conveying it in a way that is consistent with the aesthetic of the dominant consumer culture. Thus, the message becomes a product which can then compete in the 'marketplace of ideas' as well as in a real, retail sense.
This realization has been very influential on the way I approach my own work, and is a key component of my current direction.
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