Summary of Chapter 2 “NO LOGO”

The chapter 2 out of the book "No Logo" talks about the change of culture to brands.
The branding of the world increases and the companies concentrate more and more on the younger children so you end up seeing a baby wearing shoes with a big Nike logo on them since its true that if you get the people when they are young you have them for your whole life.
Companies start to sponsor culture events to get the attention of the people which goes that far, that if, for example teens hear what the sponsor of the event is and they are a fan of it, they just go there because of the sponsor, sometimes not even because of the actual event. Another way of getting people’s attention is branded sports celebrity; big companies, for example Nike, get famous people, in this case Bo Jackson, who represent the brand, so when you see him, you think of Nike and the other way around; they make the person the brand.
In the past, arts were for art’s sake, but that changes now, art is now for ads sake.
The increasing size of the logos shows us that advertising is competitive, it can’t get enough. Culture advertising replaced culture and now, now advertising became culture.
Companies like Coca Cola or Pepsi spend the most money on advertising, since in today's world it is all about how often you see the logo, so people buy the product. Besides branded sports celebrity another good way to advise the people of a brand is product placement. Actors are wearing a big logo on their cloth and drink coke and the audience saves the logo, that they have probably seen already, in their subconscious mind and the next time they see it again they will remember that the actor (perhaps even their idol) was wearing the brand so he should also have that.
All in all is the branding all about how the companies advertise their brand and "bring it to the people".

"Marriage made in hell", Nadeem Badshah, The Guardian.co.uk, Friday September 12 2008

The article "Marriages made in hell" from Nadeem Badshah out of the magazine "the guardian (UK)" talks about the increasing problem with forced marriages to young women and now also men. The few victims who made a signal for help refused to the tradition that they should have continued in their families, which is all about to protect the honor of the family.
The men victims are usually gay or in compare to the "normal men" different, so they get forced into marriages so the society does not realize that there is an "exception” in their family. Support services try to help the victims to refuse to the old traditions with booklets for example on concerts that are especially for the gay, lesbian, bisexual and transsexual society. The increasing number of men in forced marriages is drastic, so now the support services have to start to make a development to help the men like they increased their ad with women. The services are bound to not act to harsh because they have to await the worst situation; relatives murder the victim etc.
All in all the society should not forget about the male victims in forced marriages because in the present situation it is harder for the men to refuse against the will of their relatives than for the women who momentary get more support from the services than the men do. The law should be stricter with punishments for the relatives so they think twice if they put their own son or daughter in a marriage of hell against their will just to protect their honor.

Product Ad & Lifestyle Ad

Product Ad:

• Selling a product (Persil)
• "washes even whiter"
• Talks about what the product is good for and its advantage
• It is a really old ad (1985)
• http://www.youtube.com/watch?v=L6880aSkS08

Lifestyle Ad

• Selling "the life as it should be"
• With coke zero life is good…
• Interesting thing is, that the ad does not talk about that there is no sugar present in the coke (ZERO SUGAR)
• http://www.youtube.com/watch?v=i3QZ6xKQVD0

Summary Chapter 1 "No Logo"

Summary of Chapter 1: No Logo

The first chapter of the book "No Logo" from Naomi Klein talks about the increase of brands in society, brands as images ad the difference between brands and advertising .
In the new branded world the successful corporations must primarily produce brands , as opposed to products: one brand are many products.
Companies like Nike, Microsoft or Intel started to sell images of their brands, not things, so the real work was the marketing, not the manufacturing; the best known manufacturers buy products and brand them. A brand is a way of living or an idea, a look, a set of values or an attitude .
This was the time when the people understood that they were selling brands before products.
Branding can not set equally with advertising, branding is all about corporate transcendence whereas advertising is hawking products.
Then in the 1940's there was a burgeoning awareness that a brand was not just a mascot or a catchphrase, it was that the company as one could have a brand identity or a "corporate consciousness".
A reputation in public consciousness was KRAFT which was sold in the 1980's, six times its original value.
When the ad expenditure in the USA increased it was all about to increase the marketing lifestyle. In 1994 the ad industry made it out of the crisis again and had a really good year with a good development

Thats me!