Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity

By Anne Elizabeth Moore

Book Overview

A writer and activist investigates corporate America's inroads into--and alliances with--the cultural underground For years the do-it-yourself (DIY)/punk underground has worked against the logic of mass production and creative uniformity, disseminating radical ideas and directly making and trading goods and services. But what happens when the underground becomes just another market? What happens when the very tools that the artists and activists have used to build word of mouth are co-opted by corporate America? What happens to cultural resistance when it becomes just another marketing platform? Unmarketable examines the corrosive effects of corporate infiltration of the underground. Activist and author Anne Elizabeth Moore takes a critical look at the savvy advertising agencies, corporate marketing teams, and branding experts who use DIY techniques to reach a youth market--and at members of the underground who have helped forward corporate agendas through their own artistic, and occasionally activist, projects. Covering everything from Adbusters to Tylenol's indie-star-studded Ouch! campaign, Unmarketable is a lively, funny, and much-needed look at what's happening to the underground and what it means for activism, commerce, and integrity in a world dominated by corporations.

• Format: Paperback
• Language: English
• ISBN: 1595581685
• ISBN13: 9781595581686
• Release Date: November 2007
• Publisher: New Press
• Length: 272 Pages
• Weight: 0.64 lbs.
• Dimensions: 0.7" x 5.3" x 7.6"

Customer Reviews

Anti Consumerism Inspiration and Sub Culture Commentary

Well written book about corporations co opting trends and sub cultures for the sake of marketing and, therefore, profiting off of them. Great for anyone with a sparked interest in moving away from a branded/consumer lifestyle and/or likes to read about subcultures and their effect on larger culture. For further reading, I recommend Naomi Klein's No Logo which has a section about marketing which expands on themes in this book, give greater context to the rising power of brands, and has information about related topics such as the labor practices of large corporations.