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
