A BOOK REVIEW BY
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A BOOK REVIEW BY GROUP Q: Camille Du Nathan Siu Andrea Fox Vijay Raju Joanne Wong Maggie Chow. TAKING AIM AT THE BRAND BULLIES N A O MI KLEIN. BACKGROUND OF AUTHOR. NAOMI KLEIN. Born into a political family As a child was obsessed by branded merchandise

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TAKING AIM AT THE BRAND BULLIES N A O MI KLEIN

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A BOOK REVIEW BY

GROUP Q:

Camille Du

Nathan Siu

Andrea Fox

Vijay Raju

Joanne Wong

Maggie Chow

TAKING AIM AT THE BRAND BULLIES NAOMI KLEIN


BACKGROUND OF AUTHOR

NAOMI KLEIN

  • Born into a political family

    • As a child was obsessed by branded

      • merchandise

  • Acclaimed journalist, writer and

  • social activist

    • Current journalist of the New York

    • Times and The Guardian

    • Author of the international best seller The

      • Shock Doctrine: The Rise of Disaster Capitalism, 2007

    • Critic of corporate globalisation

  • Spent 5 years writing No Logo

    • through extensive travel, tracking the rise of anti-corporate activism


OVERVIEW OF BOOK

‘A Movement Bible’The New York Times

  • Named one of the top 100 most

  • important Canadian books ever

  • published, The Literacy Review of

  • Canada

  • No Logo is about brands –

  • Klein raises awareness about the

  • social, political, and ethical issues

  • involved with multinational super

  • brands

4 SECTIONS

  • No Space

  • No Choice

  • No Jobs

  • No Logo


NO SPACE


A brand is born

  • Products were generic and brand-less

  • Late 1900s started a shift where marketing and branding was

    • the most important factor

    • Production and quality took the back seat


BRANDING TODAY

  • No area is free of it

    • Even vending machines are branded

  • Brands integrated in all aspects of life

    • Event sponsors (Olympics)

    • Opinion leaders

    • Rogers Arena

  • They control our perceptions

    • Nike means athletic


ETHICAL ISSUES

  • Use of opinion leaders to influence our thoughts

  • Is it right for Michael Jordon to be the face of a brand that he

    • would not wear if it weren’t for Nike endorsements?

  • Should brands invade our everyday life and hire cool opinion

    • leaders to promote their products?


NO CHOICE


MONOPOLISTIC CLAIMS OF THE MARKET

  • Large corporations own the market

  • Buyout strategies

    • Wal-Mart purchases Woolco and Wertkauf

  • Purchasing power of retailer

    • Wal-Mart pressures suppliers to lower prices

    • Nirvana incident

  • Monetary advantage

    • More advertisements

      • Turning the world into an experimental “Hollywood”


ETHICAL ISSUES

  • No choice for consumers: only big brand names

  • Bulling suppliers

    • Can suppliers go elsewhere?

  • Who can fight back?

  • Will the world turn into one big brand name for each sector?


NO JOBS


Part iii – no jobs

  • The Discarded Factory

    • Export processing zones – EPZs

    • The “promise” – industrialization in LCDs

    • The reality – a development mirage

  • Threats and Temps

    • Back home, full-time jobs replaced by temporary contract, part-time

    • workers, freelance, homemakers

    • Example – Microsoft

  • Breeding Disloyalty

    • Layoffs, elimination of permanent jobs, loss of stability causing

      • backlash of employees against the corporations


ETHICAL ISSUES [text chap. 9]

  • Multinational Corporations and Exploitation

    • The demand for the cheapest labor possible creates a wage lower

      • than what’s required for subsistence

  • Multinationals and Unfair Competition

    • MNCs act as consumers “shopping around” for the cheapest labor

    • creating cutthroat competition

  • Multinationals and Human Rights

    • MNCs using contractors may not indirectly violate basic human rights


NO LOGO


Part iv – no logo

  • Political Movements

    • Adbusters Magazine & Culture Jamming

    • Reclaim the Streets Movement

    • McLibel Trial

    • Anti-sweat shop movements


ADBUSTERS & CULTURE JAMMING

  • A form of subvertising aiming to expose questionable political

  • assumptions behind commercial culture

  • Re-figuring ads to support personal freedom of consumption

RECLAIM THE STREETS

  • Local organizers blocking busy roads

  • Large-scale Bike ride movement

  • Claiming back Public space lost to branded life

  • Stood up for political issues

  • Global Street Party in 1998


MCLIBEL CASE

  • Sweatshop – a term for any working environment considered to

  • be unacceptably difficult or dangerous

  • McDonald’s VS Morris & Steel

  • Make a difference through the governments and taking legal

  • actions


Critique of No Logo

  • Marxism undertone

  • Being a brand of itself

    • Publishing through a media monopoly – Flamingo


Personal perspectives & improvements

  • Ideas over-generalized to audience

  • Lack of alternative views

    • Sponsorship

    • Foundations

  • Record of observations, what’s next?

  • Petition and government regulations


THANK YOU CLASS

ANY

QUESTIONS OR COMMENTS?


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