Naomi Klein's No Logo is almost like a continuation of Ohman's ideas in Selling Culture. Ohman introduces us to the corporate world and its ways with advertising. It goes into how advertising has a way of making us wants things we do not particularly need. This advertising then leads the world towards a culture industry. Klein then takes it into detail a bit more. She brings up the topic of brands. I always felt as though brand names played a big role today more than ever, but I never gave it any serious thought. Klein goes on to talk about how brand names are very different from advertising, and at first Ithought they went hand in hand, but she has made a very good point. She distinguishes the two by considering the "brand" the ultimate goal, and "advertising" as just a way to promote it. I never looked at a brand as the item being sold and not the actual product.
A great example she brings up is the name Tommy Hilfiger. It is true how a logo or brand name can completely change an item. A shirt is just a shirt until you stamp " Tommy Hilfiger" on it, then it becomes something more and all of a sudden its high in demand. And the idea that it is not the product but the name that is being sold is clearly represented here. Tommy Hilfiger does not manufacture anything, companies who make jeans, to shirts, to footwear use his name just because it adds something more than just the physical item you are buying. And in the end, you will want to buy the Tommy Hilfiger sweater over an identical no brand sweater. This is the culture industry at its best. Using advertising to create abstract ideas connected to a logo or brand name, then telling the people this is how you should behave.
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