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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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Taking aim at the brand bullies naomi klein

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


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

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


Taking aim at the brand bullies naomi klein

NO SPACE


Taking aim at the brand bullies naomi klein

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


Taking aim at the brand bullies naomi klein

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


Taking aim at the brand bullies naomi klein

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?


Taking aim at the brand bullies naomi klein

NO CHOICE


Taking aim at the brand bullies naomi klein

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

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?


Taking aim at the brand bullies naomi klein

NO JOBS


Taking aim at the brand bullies naomi klein

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

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


Taking aim at the brand bullies naomi klein

NO LOGO


Taking aim at the brand bullies naomi klein

Part iv – no logo

  • Political Movements

    • Adbusters Magazine & Culture Jamming

    • Reclaim the Streets Movement

    • McLibel Trial

    • Anti-sweat shop movements


Adbusters culture jamming

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

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


Taking aim at the brand bullies naomi klein

Critique of No Logo

  • Marxism undertone

  • Being a brand of itself

    • Publishing through a media monopoly – Flamingo


Taking aim at the brand bullies naomi klein

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

THANK YOU CLASS

ANY

QUESTIONS OR COMMENTS?


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