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Anthropology Essay

698 words - 3 pages

The book is written by Naomi Klein, an award winning journalist and Canadian author. She is not specifically an anthropologist because her work generally revolves around economics and politics. The book “No Logo” was published in 1999 by the publishing company Picador.
In this chapter Klein discusses the idea of culture, specifically how marketing is targeted towards the youth to build a culture based on brand image. She also seems to argue how firms are solely acting to make profits, regardless of how they achieve this. Klein begins by discussing the idea of ‘metaphorical space’ where individuals seek some kind of ‘release’ and ‘freedom’. She begins to explain examples of ‘freedom’ such as ...view middle of the document...

“If you sell to one, you sell to everyone in their class.” Yet it wasn’t as simple as marketing to the youth. Firms would have to create an image of “cool” through its branding. This drove the attitude of “Am I cool?” as the form of identity for the youth. Perhaps she is arguing that the “metaphorical space” she mentioned previously is now based around image, brands and therefore the view of being “cool.”
She discusses the youth as looking “exotic” and a “precious commodity” by the corporate executives. This could imply how they view the youth as if they are something you can buy and sell like a commodity, with only the intention for profits. She further supports this argument later on in the chapter by stating that “street style and youth culture are infinitely marketable commodities.” The youth of the 90’s were overtook by brands and the marketing of “cool” to dominate “our identities, our styles and our ideas and turned them into brand food.” Therefore the idea of freedom and space were now fixated purely on...

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