광고 도시를 해체하기- 브랜달리즘에 나타난 국제상황주의 정신 = Dismantling the Advertising City - Brandalism and the Spirit of the Situationist International

다국어 초록 (Multilingual Abstract)

This study examines brandalism as a form of creative activism manifesting in contemporary urban spaces and investigates the theoretical spirit of the Situationist International embedded within this practice. Brandalism subverts advertising and brands through détournement, challenging the spectacle of capitalist cities while seeking to restore publicness and reclaim urban space. The study first reviews the historical lineage of culture jamming and subvertising, exploring the urban-critical significance of brandalism through Henri Lefebvre’s concept of the right to the city. Subsequently, it analyzes the theoretical foundations of brandalism with a focus on Guy Debord’s spectacle theory and détournement strategies, and discusses the social and cultural implications of contemporary practices such as the COP21 project, Adblock Hackney, and Adfree Cities. In conclusion, brandalism is understood not merely as a subversive visual art form, but as a twenty-first-century form of activism aimed at reclaiming urban publicness and citizen imagination within the society of spectacle.