#1

 No Logo by Naomi Klein

This article describes the companies of the 21st century and the way they run things. Companies such as Nike, Levi's, Adidas and many other companies around the world have changed the way they run things. Instead of the traditional way of having many factories and mass producing the product. They changed it to focusing on the products image, creating a "soul" for the item they are selling. As the article states, "Image is everything" (Klein 202). Due to the vast amounts of money they spend on advertisement they had to close many factories and lay off thousands of people. Using this new method companies are able to have a markup of almost 400 percent instead of the traditional 100. The closure of the factories is not the only factor in the increase of profit, using a contractor they place companies in areas where labor conditions are cheap. This creates a space between the people at the top and the workers hundreds of miles away. Only thinking about revenue corporate employees only goal is how to make the brand sell through advertising. Companies not following this new logic eventually fall prey, due to the never-ending evolution of society. In the 21st century consumers rely on images, commercials and other forms of advertising to find the products they wish to purchase. Having read this article I find that our society and the world of marketing has become a place of greed. Companies have changed just to increase the income it gets annually by laying off many workers and violating labor laws.

Bing! It's Fabien! by John Seabrook

John Seabrook article is a detailed look into the life of Fabien Baron, an influential artist in the advertising world. Fabien has worked for many big named companies known throughout the world and changed the way they advertise their products. The way Seabrook views Fabien's work as if oxygen had been implanted into them. Fabien's work changed the way advertising is seen nowadays, from having many words and objects bunch together to having one word ads. His style is very modernized and refreshing compared to his predecessors. After reading Seabrook's article his in depth description of Fabien shows that he is a easy going and open person much like the work he makes. Not only does Seabrook describe Fabien, but also his co-workers who are all also very talented. When working Fabien makes very precise choices to create an ad that would be seen everywhere. Being one of the biggest ad designers of the 21st century Fabien creates pieces that can last for years. He has a unique way of thinking in terms of breathing life into his product.

Branding the Individual by Jane Pavitt

This article describes how the people give products their "life" but at the same time how the products people wear and use make who we are as a person. Pavitt writes about how products wear a person and the objects we use and buy are the voices of our personalities. The way one shops for these things, their wealth and the sex of a person also affect the image as a whole. Being wealthy can change the way a person views different materials than another, using these assumptions the wealthier one will shop at a higher class area compared to that of an average consumer. Not only does a person's background shape their own image but also advertisement bombarding the consumers mind. The meaning of an object to a person can differ depending on the need and emotional attachment to the product. Pavitt describes the different kinds of relationships to the goods companies offer to people. Some consumers may be seeking a pleasure to buying an object while others have a need to buy the product. All this consumption relates back to society and their norms it holds for consumers. All these points Pavitt writes about is what shapes a person's identity and how other view them in society.