Chapter 2 "No Logo"

Children are now the next target for the big brands. By trying to advertise their brands when they are still young, the corporations now they will have them "for life", and will recognize it as adults. By having the name of a brand on a T-shirt, they are becoming walking billboards, living advertisements. By having the brand there, it is showing that the product was expensive and it is almost like keeping the tag on for everyone to see. But corporations now have gone to the next level, sponsoring sport events, concerts, music festivals. The way sponsors have changed, is that they now put on their own shows, and make sure they have enough people to sell their porducts at the place. They then try to find a celebrity that will perfectly fit the image of the brand, someone that can advertise their lifestyles. Personalities are now associated with brands, such as Tiger Woods and Nike, or Michael Jordan and Nike. They are in fact living ads, and attract so many buyers. Entire streets can also become ads, one street was painted totally silver for a Jeans company. TV shows, such as Dawson's Creek are sponsored by clothing companies, such as J. Crew. Everything is now sponsored, and events are even created by the sponsors themselves, and will import celebrities to their shows. This will bring them exclusivity and they will not have to share their fame. Firms want better connections with the culture, and is in fact becoming our culture. All we know are brands, logos and price tags.

"The Climate of Man - 1" Annals of Science

"The Climate of Man - 1"
Annals of Science, published in the New Yorker by Elizabeth Kolbert

In the 1990, researchers began to notice something unusual happening to all the glaciers in the world, melting at extremely high rates and shrinking rapidly. It was actually the beginning of global warming. The ice is now melting earlier in the spring and forming later in the fall, which was the signal that some tribes in Alaska had to move to the mainland, and couldn’t stay on the ice. The first study about global warming, in 1979, showed that greenhouse emissions could have severe affects on the environment. Unfortunately, no one paid attention to the study when it was published, and we now suffer the consequences. The world is now warmer than it has ever been, and the glaciers in Greenland and Iceland have melted 1100 feet in the last decade. It is also predicted that all the glaciers and ice will have melted by 2080 if we keep producing this much carbon dioxide and methane. In fact, humans have been the major factor to all of this, due to the increasing amounts of carbon dioxide released by humans in the last 30 years.

Branding: The new Art.

LIFESTYLE AD:

http://www.youtube.com/watch?v=wTT9MqcVhTA

Ralph Lauren Commercial

They are selling a lifestyle, something that reminds you of summer, something happy and beautiful. But it is actually a commercial for a perfume, which brings you a lifestyle. It doesn’t talk about the actual product but what it could bring to your life. It is a fragrance for girls, and the main character in the ad is wearing beautiful clothes and looking literally "hot".
Ralph Lauren is using a beautiful model to attract younger female viewers, bring them to buy the product in order to look as pretty as the model. The ad is NOT about the perfume, but shows videos of beaches, something that will give you the incentive to buy the product.


PRODUCT AD:
http://www.youtube.com/watch?v=rx-HoaJtRwY&feature=related

Pepsodent Toothpaste Commercial (1957)

This commercial shows the actual product, a toothpaste. The brand is advertised, but more than that, the product is supposed to change the way your teeth look. No more yellow, simply whiter. This ad is showing the actual product, and is not necessarily selling a brand.
Pepsodent, in its commercial, uses cartoon characters to advertise its product. It doesn’t sell a lifestyle, but only the product. Unlike Ralph Lauren's ad, the product is life changing. No more yellow and cleaner teeth!

"No Logo" Chapter One

The main purpose of the first chapter was to describe the way companies decided to sell images and lifestyles rather than products. To achieve that, firms create logos that evoke familiarity, like Aunt Jemima or Uncle Ben. They have replaced the shopkeepers that guaranteed you quality products, and rely on the image they produce to make profits. The more money they spend on advertising, the company then is worth more. They are now selling fewer products, but everything is made around the lifestyle they wish to sell you. What started the branding revolution was the purchase of Kraft Foods by Phillip Morris for 12.6 billion dollars in 1988. Companies use advertisements because their products need to “stick out”, since they are essentially the same products as everyone else’s. The more money they spend on branding, the more recognizable their logo will be, therefore the more profit.