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This article advances a few reflections on deviating responses from the audience to non-transparent, incoherent or otherwise deceptive advertsing strategies. To do so, we will study the case of the reality show Cabelo Pantene (literally, Pantene Hair) according to principles of French semiotics. We will employ a few Greimasian ideas – thematization, figurativization and person category – as well as Landowski’s interaction regimes – programming, manipulation, adjustment, and accident. We will see that the public’s more combative stance on digital platforms posits a new challenge for brands in the current communication environment.
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