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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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slide1
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 AUTHORNAOMI 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
slide5
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
slide6
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
slide7
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?
slide9
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?
slide12
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
slide15
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
slide18
Critique of No Logo
  • Marxism undertone
  • Being a brand of itself
    • Publishing through a media monopoly – Flamingo
slide19
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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