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TAKING AIM AT THE BRAND BULLIES N A O MI 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 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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  1. 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

  2. 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

  3. 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

  4. NO SPACE

  5. 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

  6. 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

  7. 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?

  8. NO CHOICE

  9. 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”

  10. 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?

  11. NO JOBS

  12. 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

  13. 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

  14. NO LOGO

  15. Part iv – no logo • Political Movements • Adbusters Magazine & Culture Jamming • Reclaim the Streets Movement • McLibel Trial • Anti-sweat shop movements

  16. 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

  17. 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

  18. Critique of No Logo • Marxism undertone • Being a brand of itself • Publishing through a media monopoly – Flamingo

  19. Personal perspectives & improvements • Ideas over-generalized to audience • Lack of alternative views • Sponsorship • Foundations • Record of observations, what’s next? • Petition and government regulations

  20. THANK YOU CLASS ANY QUESTIONS OR COMMENTS?

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