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Culture jamming is a form of subvertising. Manyculture jams are intended to expose questionable political assumptions behind commercial culture. Tactics include re-figuring logos; fashion statements; and product images as a means to challenge the idea of "what's cool." Cultural imperialism is a view of advertising as seen from the Marxist left that addresses the impact of a more powerful capitalist culture on a less powerful, peasant culture. The concept gained momentum in academia in the 1960s, likely as part of the larger protest movement against U.S. intervention in Vietnam. But its roots lie in the traditional critique of capitalism set forth by both Communist and non-Communist intellectuals of the left since the 1920s.
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