Video Documentary #2
No Logos: Brands, Globalization, and Resistance
By: Lacey
Robertson
Documentary Information:
Writer Erin Donovan researched and wrote this document in
2003 that was directed by Sut Jhally.[1]
No logo is based on a best selling book by a Canadian Journalist. It was 42
minutes long and starred Naomi Klein.
Video Summary:
This document is about how branding has effect consumers and
the industry. It explains the Alternative Globalization movement. It tells you
about how branding is changing to lifestyle branding and brand identity. Lifestyle
is defined, as a product that is more then item it is a way of life.
Corporations are selling an idea or image of a life they could have with their
products, for example Disney selling “The American Dream” by having their own
branded community that you can live in.
Before brands were logos of a person that people could
relate to but now we view brands as people themselves; giving them characteristics
of a human. We used to show people using the product and enjoying it but that
is now an old way for marketing. The new way of marketing is to connect to
people then find a place that will adapt to your product. Company’s focus on
what consumers experience while using their products. For example Starbucks has
a community feel that people adapt to making them a “Starbucks kind of person”.
Corporations are now as famous as a rock star and are viewed as a celebrity.
No aspect of our lives that isn’t exposed to advertisement.;
we are constantly exposed to advertisement to the point Pizza Hut wants to put
an advertisement on a spaceship and people want to put advertisement’s on the
moon. We can’t turn it off its everywhere all the time. “Super Brands” like
Walt-Disney are seriously taking over our lives because they are everywhere, on
everything and owning everything. It is taking away people individuality by
having us as “walking billboards” and limiting our choice. Another example is
when products are sold in Wal-Mart they must meet there “family” image or it
wont be sold in the store. Since Wal-Mart is so huge it forces many brand to
change their image to meet there’s giving Wal-Mart more control.
The problem with branding is that it seems like you have
more choices but you actually don’t; its actually taking choice out. It is
demising the quality of work; there are more entry-level jobs and less career
jobs; and locally made products are becoming obsolete. People are losing their
jobs to place where they offer lower wages and replaced with temporary jobs
that don’t pay enough. The problems mostly steam from corporation’s exploiting
any aspect of the earth. Another problem starter is that most of products are globalized
because they are made all over the world, for example plastic from china,
fabric from India, and there are no globalized standards, laws, or rules. The
purpose of marketing is to get our attention but the rules of marketing aren’t
all the same now and it has become out of control.
The anti-corporate resistance is becoming more power and
heard. The anti-corporate resistance is a group of people protesting
corporations negative effects on society, environment, and other issues related
to corporations; it isn’t an anti-trade group though[2]. It has caused businesses to start to
reconsider their decisions. The anti-corporation protest are about reclaiming
the commons because everything is privatized, water, property, everything. They
demand there be a world trade policy and believe it is their right. The signs
they held up in the document say “ The World Is Not For Sale”[3].
“No Space, No Choice,
No Jobs.”
Personal Opinions and thoughts:
I think that this documentary was very interesting because I
never thought about this deeply and knew how much advertising there was everywhere.
It truly is unescapably. Now that I’ve seen this documentary I feel as if
that’s all I see is a brand but I realize I’m just noticing it more. I think
it’s unfair that there isn’t really anything we can do because corporations are
imbedded in our lives so deeply that it would be so hard to change. I believe
we will have to re-write the rules for trade and standardize the globe. The
movie suggests that you buy in bulk, and be aware and inform others. It also
says to choose fair trade instead of free trade. I believe that is a very
powerful statement because it’s free to trade amongst the countries but it
isn’t fair to everyone, at all. “No Space, No Choice, No Jobs.” Is another
statement that really stuck with me because it summarizes the meaning of this
documentary and is the truth. I find in my generation that its hard to get a
good paying job and when you have low paying job you end working fifty hours a
week to make ends meet. I also thing that globalization can help reduce poverty
but at the moment it isn’t helping, its almost making it worse. If the right
laws are in place I know it can help by adding schools and hospitals instead of
factories. For myself I am not brand orientated, I actually find I prefer
something without a logo on it. I also
just find this topic particularly frustrating. I hate feeling that I am not
able to do anything about being manipulated and having no choice even though I
feel like I do. I hope that for the next generation that these issues are
figured out because if they aren’t, I feel like were all going to be
brainwashed by consumerism.
Bibliography
·
No Logo:
Brands, Globalization, resistance. Sut Jhally. 2003. United States.
Documentary. http://topdocumentaryfilms.com/no-logo-brands-globalization-resistance/#disqus_thread
·
No Logo:
Brands, Globalization, resistance. Sut Jhally. 2003. United States.
Documentary. https://www.youtube.com/watch?v=61xUHKb4z5k
·
“No Logo”. Wikipedia. Accessed in March. http://en.wikipedia.org/wiki/No_Logo
·
“Alter- Globalization”. Wikipedia. Accessed in
March. http://en.wikipedia.org/wiki/Alter-globalization
·
“Anti- corporate activism”. Wikipedia. Accessed
in March. http://en.wikipedia.org/wiki/Anti-corporate_activism
[2]
“Anti- corporate activism”. Wikipedia. Accessed in March. http://en.wikipedia.org/wiki/Anti-corporate_activism
[3] No Logo: Brands, Globalization, resistance.
Sut Jhally. 2003. United States. Documentary. http://topdocumentaryfilms.com/no-logo-brands-globalization-resistance/#disqus_thread
No comments:
Post a Comment