No Logo Summary

Naomi Klein, author of the book No Logo, shares in this documentary of the same name that she wrote the book to raise awareness of the rise of multinational companies and the negative affects they have on the world. Klein discusses how she began to realize this shift in the mid-90s, where companies stopped just producing products and started producing “images of” products. Companies were no longer just interested in the things they made; they became aware that their brand needed a face that would be known globally. They began advertising lifestyles that could only be fulfilled with their products. Because less concern was going into the manufacturing aspect, more and more companies started to outsource in order to expand and cheapen. She talks of the terrible sweatshops in China, where workers make less than 50 cents an hour for a 60 to 70-hour work week. The workers at many of these sweatshops produce goods that are sold by well-known American markets, like Nike. She touches on the fact that companies started to realize that young people were more likely to purchase in groups once they started marketing to them; if one kid bought something “cool”, eventually the whole school would have it as well. Companies saw this opportunity and began to market to the “cool” crowd; the crowd every other kid wanted to be a part of. If they could get a just a …show more content…
Many consumers see these companies taking over markets and limiting choices for buyers. Many consumers are tired of the relentless advertising that can be seen on every street corner, in every magazine, and on every television and radio in the world. Some communities protested against Walmart, claiming it was becoming a monopoly. Klein stressed these issues to show that these companies we continue to support and purchase from are not as innocent and wholesome as we may