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[Book review] How do they change brands into art?

Posted September. 24, 2016 07:45,   

Updated September. 24, 2016 08:24

한국어
“An empty coke bottle fallen from the sky out of the blue was a good instrument to flat out snake skins, grind grains or play a music for the Bushmen tribe. However, the tribe experience conflicts and violence because of the glass bottle that they cannot share. Xi leaves his village to return the Gods’ gift to bring everything back to the original state.”

“I wrote this to understand how and why an artist who does not have a contract with a company uses a specific product brand," the author wrote in the preface of the book. "You may focus on those that stand out in the table of content and thumb through the pages.” The author introduced artists Edward Hopper and Banksy, photographer Henri Cartier-Bresson, the James Bond 007 series, American Psycho, the Beatles and Jay Z to readers.

This reporter picked up the Jamie Uys film "The Gods Must Be Crazy," which was released in 1980. Not a few people would remember the face of the Bushman who smiles with an empty coke bottle. The book covers the movie only on seven pages. The short text helped me the image of the Busman who threw the coke bottle away to the bottom of the valley in a great plain to the “Lord of the Rings” in 33 years.

“Though this movie did not depict Coca Cola in a favorably manner, the brand appears to have an outstanding position in it. This explains why Coca Cola did not raise an object to the film.”

The lead author is a professor who studied brands and their value at HEC Paris. The other 11 authors majored in business management. Few things except for the book title are as boring as business management lectures at university.



손택균기자 sohn@donga.com