recontext (recontextualization/decontextualization)

Someone uses someone’s creative work in a context for which it was never intended – for instance, when a song is used in a movie soundtrack, video game, advertisement, etc.

Using what was originally a protest song in a commercial for a bank, for instance, as happened with Bob Dylan’s version of “The Times They are a-Changin'” and the Bank of Montreal’s online banking promotion.