STUDY GUIDE 1 Questions for “New Branded World” by Naomi Klein “On Advertising: Sut Jhally vs. James Twitchell” “Advertising as Religion” by Sut Jhally Film: No Logo Film: The Diamond Empire Naomi Klein: New Branded World
1. What idea was the gospel of the machine age?
Bolstering ones brand name was important
2. What consensus emerged about corporations in the 1980’s?
Corporations were bloated, oversized, owned too much, employed too many people, and were weighed down with too many things
3. What race were new companies such as Nike and Microsoft competing in?
A race to own the least and employ the fewest people rivaling the traditional all American manufacturers’ for market share. hey claimed that producing goods was only part of their operations
4. What tools and materials are needed for creating a brand? brand extensions, continuously renewed imagery for marketing and, most of all, fresh new spaces to disseminate the brand's idea of itself
5. What is the difference between the brand and the advertisement?
Advertising any given product is only one part of branding's grand plan, as are sponsorship and logo licensing. Think of the brand as the core meaning of the modem corporation, and of the advertisement as one vehicle used to convey that meaning to the world.
6. What was the first function of branding?
The first task of branding was to bestow proper names on generic goods such as sugar, flour, soap and cereal
7. According to adman Bruce Barton what was the role of advertising?
In 1923 Barton said that the role of advertising was to help corporations find their soul. The son of a preacher, he drew on his religious upbringing for uplifting messages: "I like to think of advertising as something big, something splendid, something which goes deep down into an institution and gets hold of the soul of it. ... Institutions have souls, just as men and nations have souls"
8. Where did the