Naomi Klein (No Logo- People against brands)

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Uploaded: 26.12.2007
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"NO LOGO - it is both a major economic and cultural studies, political manifesto, monograph and fascinating investigative journalism, critics of globalization, neo-liberalism and the modern economic order in which the world, entangled network of global brands, deprived of free choice and can not fully develop. NO LOGO - is "the gospel of the anti-corporate movement" (The New York Times), the book, which is called the new "capital". Naomi Klein reveals the true causes of the major conflicts of our time, and explains why some well-known and respected companies become targets of open hatred of millions of people who take to the streets, trying to change the world order and to make it more fair. The book consists of four parts, reflecting different aspects of the current world economic order:

The struggle for social consciousness: how brands are being introduced into the social sphere, colonize public space, privatize education, science and culture, denying the possibility of a free society to develop.

Global monomultikulturalizm how multinationals capture and monopolize the market by artificially creating imaginary diversity of alternatives, consistently restrict the freedom of choice, and try to "program" our lives in the minds of consumers by introducing a limited set of values \u200b\u200band life styles in the untwisted part of their global brands.

As transnational corporations in pursuit of superprofits forget about social responsibility and humanism, returning to the practice of slave labor.

The origin and evolution of the modern anti-corporate movement: the ironic parody of the hype before the large-scale protest campaigns covering the whole city and the country.

Additional information

Book Naomi Klein in the West immediately became a bestseller. The newspaper The New York Times dubbed her "bible of anti-globalization." A weekly magazine The Economist did not spare even the cover copying the design of the book for the number of brands dedicated to the apology, changing its name to the PRO LOGO. Why the enthusiasm?
Naomi Klein guessed the public mood - people are tired of brands. They aggressively continue to argue that the goods provided with the label, has some special qualities for which you need to pay extra. "Brendozavisimost" has meant that many update your wardrobe or a car, not because things had deteriorated, but for the sake of ephemeral desires to be present - such as they dictate the glossy magazines and the ubiquitous advertising. Meanwhile, the company - brand owners, the protection of patents and licenses, transfer of production to developing countries with cheap labor, weak trade union movement and the lack of environmental legislation.
The appeal of the book is clear: you have to throw off the shackles of a new slavery. Boycott monstrous multinational companies and famous brands that differ from conventional high a price.
However, in Russia have NO LOGO can be somewhat different audience. Although, if only because we have, fortunately, not all the charms drank a capitalism. The history and modern practice of branding, painted in the book, it allows you to use it to those for whom it serves as a warning - creators and brand owners.


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