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No Logo

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ISBN-10: 0312421435

ISBN-13: 9780312421434

Edition: 2002

Authors: Naomi Klein

List price: $16.00
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With a new Afterword to the 2002 edition. No Logo employs journalistic savvy and personal testament to detail the insidious practices and far-reaching effects of corporate marketing—and the powerful potential of a growing activist sect that will surely alter the course of the 21st century. First published before the World Trade Organization protests in Seattle, this is an infuriating, inspiring, and altogether pioneering work of cultural criticism that investigates money, marketing, and the anti-corporate movement. As global corporations compete for the hearts and wallets of consumers who not only buy their products but willingly advertise them from head to toe—witness today’s schoolbooks, superstores, sporting arenas, and brand-name synergy—a new generation has begun to battle consumerism with its own best weapons. In this provocative, well-written study, a front-line report on that battle, we learn how the Nike swoosh has changed from an athletic status-symbol to a metaphor for sweatshop labor, how teenaged McDonald’s workers are risking their jobs to join the Teamsters, and how “culture jammers” utilize spray paint, computer-hacking acumen, and anti-propagandist wordplay to undercut the slogans and meanings of billboard ads (as in “Joe Chemo” for “Joe Camel”). No Logo will challenge and enlighten students of sociology, economics, popular culture, international affairs, and marketing. “This book is not another account of the power of the select group of corporate Goliaths that have gathered to form our de facto global government. Rather, it is an attempt to analyze and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable.”—Naomi Klein, from her Introduction
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Book details

List price: $16.00
Copyright year: 2002
Publisher: Picador
Publication date: 4/6/2002
Binding: Paperback
Pages: 528
Size: 5.50" wide x 8.00" long x 1.25" tall
Weight: 1.034
Language: English

Introduction: A Web of Brands
New Branded World
The Brand Expands: How the Logo Grabbed Center Stage
Alt.Everything: The Youth Market and the Marketing of Cool
The Branding of Learning: Ads in Schools and Universities
Patriarchy Gets Funky: The Triumph of Identity Marketing
Brand Bombing: Franchises in the Age of the Superbrand
Mergers and Synergy: The Creation of Commercial Utopias
Corporate Censorship: Barricading the Branded Village
The Discarded Factory: Degraded Production in the Age of the Superbrand
Threats and Temps: From Working for Nothing to "Free Agent Nation"
Breeding Disloyalty: What Goes Around, Comes Around
Culture Jamming: Ads Under Attack
Reclaim the Streets
Bad Mood Rising: The New Anticorporate Activism
The Brand Boomerang: The Tactics of Brand-Based Campaigns
A Tale of Three Logos: The Swoosh, the Shell and the Arches
Local Foreign Policy: Students and Communities Join the Fray
Beyond the Brand: The Limits of Brand-Based Politics
Conclusion: Consumerism Versus Citizenship: The Fight for the Global Common
Afterword: The Years on the Streets: Moving through the Symbols
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