Summary of Chapter 2 "No Logo"

In chapter 2 of No Logo the author describes how brands tried to turn their products into a lifestyle and culture. The corporations began to produce products which had bigger logos on them. Suddenly, the people believed that huge logos on clothes are cool and started to buy them. This helped the company spread their brand. Thanks to the big logos even small children could recognize brands and wear them. To increase their incomes, many brands also began sponsoring cultural events, as for example Credit Suisse sponsored the UEFA. Both companies are benefiting from each other, because the UEFA is receiving useful money and Credit Suisse can advertise. To make advertising more attractive for the community, corporations began using art as their advertisement. In some cases even streets were designed and painted by a certain brand. All this advertising became more and more important to the corporations because competition began to increase. As people were always surrounded by advertisements, the brands and ads became part of people’s culture. Also TV series started to advertise for certain products and labels. As for example in Dawson's Creek all characters wore the same labels of clothes. Like this the TV series benefited from the sponsored clothes, and the corporation benefitted because it could advertise through TV series. The TV series’ lifestyle was then sold to the people, who wanted to adapt to their favorite TV stars.