M. le Président, la prochaine fois, évitez le scooter – Zur Parodierung von Skandalen in der Werbekommunikation im Web 2.0

In 2014, the yellow press magazine Closer revealed an alleged secret love affair between the French President François Hollande and a French actress. Accordingly large was the media interest in the revelation called „Gayetgate“ respectively „l’affaire Hollande Gayet“. Based on a multimodal corpus of advertisement linked with this scandal and published on Twitter and facebook, this paper aims to describe form and function of parodying a scandal via humorous advertising. A number of examples are discussed and it’s argued that storytelling plays a key role to create a parody.