No Logo: Taking Aim at the Brand Bullies
Introduced shortly after the big demonstration of around 40.000 people against globalization outside of the World Trade Organization (WTO) in Seattle (US) in 1999, the first work No Logo of female Canadian author – Naomi Klein (first published in 2000), resounded around the world. Full of vividly demonstrative events, with words sometimes sharp, sometimes humorous and rhetorical, Naomi Klein leads readers into the maze of marketing tricks and technique, how large corporations extort money from youths who want to be “stylish” and “cool”. Besides that are the “make-over” of companies from “ordinary” production platform, “migrate” their factories to the Third World, create a glamorous and transcendent shell for the brand, dominate all free space both literally and figuratively. Another globalization wave of people who fight against the manipulation of corporations has emerged.
|No Logo was awarded with the National Business Book Award of Canada in 2000, the Prix Médiations award of Politics Reading Association (Lire la Politique) and French Education Association 2001. The book also has great influence on the world mass culture. So far, No Logo has been translated into nearly 30 languages, with more than 1 million copies sold.
“No Logo is a ground breaking phenomenon spreaded by word of mouth, speak out for the generation under thirty year old, who, until now, are not concerned with politics. The English rock band Radiohead was inspired by No Logo to the point that they forbade all advertisement of their tour in England, declared that all performance venues are with “no logo”…Naomi Klein has surely contributed in renewing the political sense for a new generation” Katharine Viner, The Guardian