RE: (313) Theo Parrish in Adidas AdverT

[Gary . Girard]

They do make some nice gear though  ; )


Kind regards,
Gary
                           Entertainment UK Ltd
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                      "Odeluga, Ken"                                            
                                                       
                      <[EMAIL PROTECTED]        To:       "Martin Dust" <[EMAIL 
PROTECTED]>, "313" <313@hyperreal.org>                
                      ones.com>                cc:                              
                                                       
                                               Subject:  RE: (313) Theo Parrish 
in Adidas AdverT                                       
                      14/02/08 11:28                                            
                                                       
                                                                                
                                                       
                                                                                
                                                       




Martin's got a refined point I think, although it's arguable that they
don't actually make anything. They make money for a start! :) But more
seriously it's *their* plants which underpay people in east Asia to
churn out these goods at a penny a shot, to be sold on in the west an
1000% margin.
So in termns of traditional concept of manufacturing, they do 'make
something' I think.
However the point about the vast majority of their intelligence capital
and their actual capital being employed to market their goods - and that
implies the sophisticated mediation of very complex but specific ideas
in direct and also barely liminal ways simultaneously, Martin's spot on
imo.

Still, to the extent that the way the do this obviously is in step with
the latest advancements in the way humans consume media (why should this
surprise us? Adidas and their ilk are ice cold, ancient, 'consumer
killers'!:), that might cause some consternation to people who may still
feel that the internet and it's newer visual parts are for 'the people'
and similar notions like that ....

-----Original Message-----
From: Martin Dust [mailto:[EMAIL PROTECTED]
Sent: 14 February 2008 11:13
To: 313
Subject: Re: (313) Theo Parrish in Adidas AdverT


The problem for big brands is they don't actually make anything,
there's no such thing as Adidas - as the modern economy is concept
based, driven by ideas and transient notions. Therefore it should come
as no surprise when they try to tie this something real or something
that would generate an emotional response to their nebulous lifestyle
choices.

m