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Détails
| Type d’ouvrage : | Ressource Internet |
|---|---|
| Format : | Livre, Ressource Internet |
| Tous les auteurs / collaborateurs : |
Naomi Klein |
| ISBN : | 0312203438 9780312203436 0312421435 9780312421434 |
| Numéro OCLC : | 78655774 |
| Notes : | Originally published: London : Flamingo, 2000. |
| Description : | xxiii, 502 p. : ill. ; 24 cm. |
| Contenu : | Introduction. A web of brands -- New branded world -- The brand expands : how the logo grabbed center stage -- Alt.everything : the youth market and the marketing of cool -- The branding of learning : ads in schools and universities -- Patriarchy gets funky : the triumph of identity marketing -- Brand bombing : franchises in the age of the superbrand -- Mergers and synergy : the creation of commercial utopias -- Corporate censorship : barricading the branded village -- The discarded factory : degraded production in the age of the superbrand -- Threats and temps : from working for nothing to "free agent nation" -- Breeding disloyalty : what goes around, comes around -- Culture jamming : ads under attack -- Reclaim the streets -- Bad mood rising : the new anticorporate activism -- The brand boomerang : the tactics of brand-based campaigns -- A tale of three logos : the swoosh, the shell and the arches -- Local foreign policy : students and communities join the fray -- Beyond the brand : the limits of brand-based politics -- Conclusion. Consumerism versus citizenship : the fight for the global common -- Afterword. Two years on the streets : moving through the symbols. |
| Autres titres : | No logo |
| Responsabilité : | Naomi Klein. |
| Plus d’informations : |
Résumé :
First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement. Klein employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing--and the powerful potential of a growing activist movement. As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe--witness today's schoolbooks, superstores, sporting arenas, and brand-name synergy--a new generation has begun to battle consumerism with its own best weapons. In this frontline report on that battle, we learn how the Nike swoosh has changed from an athletic status symbol to a metaphor for sweatshop labor, and how "culture jammers" utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads.--From publisher description.
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- Brand name products -- Management.
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- Commerce.
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- International business enterprises -- Public opinion.
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- Brand name products -- Public opinion.
- Empresas multinacionais (aspectos sociais)
- Marcas comerciais.
- Propaganda.
- Entreprises multinationales
- Produits de marque
- Globalisierung.
- Kritik.
- Markenartikel.
- Markenimage.
- Verbraucher.
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