to be or not to be: an illustrated guide to rebrand an entire society

A N I L L U S T R A T E D G U I D ET O R E B R A N D A NE N T I R E S O C I E T Y

Gustavo Machado

GR5005 Process and History of I l lustration - Miami University of Art & Design - MFA in Graphic Design

T U P I O R N O T T U P I :TO BE TO BE

CULTURALGENOCIDE

ORLANDO VILLAS BOAS (1914-2002)CLAUDIO VILLAS BOAS (1916-1998)LEONARDO VILLAS BOAS (1918-1961)THE NATIVE ONLY SURVIVES IN HIS OWN CULTURE.”

“

G.M.

BORN TO BE WILDTHIS PROJECT IS IN MEMORIAM OF THE VILLAS BOAS BROTHERS, THE INDIGENOUS CULTURES THAT INHABITED OUR PLANET, AND THE ONES THAT STILL SURVIVE DESPITE THE IMMENSE PREDATORY DEVELOPMENT TAKING PLACE IN OUR DESTABILIZED WORLD.

MODERATE NEO-TRIBALISMINDUSTRIAL REVOLUTION AND MONOPOLISTIC CAPITALISM ARE TOGETHER IMPOSING RISKS NOT JUST TO THE BIOSPHERE, BUT ALSO TO THE ETHNOSPHERE.

MARSHALL MCLUHAN (1911-1980)GREAT AGES OF INNOVATION ARE THE AGES IN WHICH ENTIRE CULTURES ARE JUNKED OR SCRAPPED. SCRAPPED.”

“

ENDANGERED LANGUAGES,ENDANGERED CULTURESOVER THE NEXT CENTURY, 50% OF ALL LANGUAGES WILL BECOME EXTINCT; WITH THEM DIFFERENT VALUES, BELIEFS, AND WAYS TO SEE LIFE.

TRISTES TROPIQUESIN 1500, TUPI (TOO-PEE) WAS THE MAIN ETHNIC GROUP IN BRAZIL, INHABITING THE AMAZON RAINFOREST AND THE BRAZILIAN ATLANTIC COAST. AT THAT PRESENT TIME, RESEARCHERS ESTIMATED A POPULATION OF AROUND 8.5 MILLION PEOPLE.

TRISTES TROPIQUES500 YEARS AFTER PORTUGUESE SETTLERS ASSIMILATED, ENSLAVED OR SIMPLY EXTERMINATED THEM, INDIGENOUS POPULATIONS ARE REDUCED TO LESS THAN 200,000 PEOPLE, AMOUNTING TO 0.1% OF THE POPULATION OF BRAZIL (180 MILLION).

SOCIAL PATTERNSIN INDIGENOUS SOCIETIES, BODY PAINTING REPRESENTS DIFFERENT SOCIAL GROUPS AS WELL AS SPECIFIC RITUALS: THE PASSAGE TO MANHOOD, WEDDINGS, WAR, ET CETERA.

TUPI OR NOT TUPI

=GENDER

Male

TUPI OR NOT TUPI

=STATUS

Shaman

TUPI OR NOT TUPI

=RITUAL

Wedding

SOCIAL PATTERNSLIKEWISE, IN MODERN SOCIETY BRANDS ARE ALSO ASSOCIATED WITH SOCIAL STRATIFICATION, AND AS A RESULT, EXPRESS DIFFERENT VALUES: MONEY, PRESTIGE, POWER, HONOUR.

TO BE OR NOT TO BE

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FROM ETHNOCENTRISM TO BRANDENGAGEMENTEVERY TIME TWO COMPLETELY DISTINCT CULTURES COLLIDE, THE TENDENCY IS THAT THE DOMINANT ONE WILL MAKE USE OF MARKETING TECHNIQUES TO IMPOSE THEIR OWN VALUES.

EGO

CULTURAL IDENTITY STANDARDSCORPORATE

CORRECT INCORRECT

FROM BRAND ENGAGEMENTTO DOMINANT PATTERNSTHE FOLLOWING EXAMPLES REPRESENT CURRENT SCENARIOS RESULTING FROM THE USE OF POWER AND OPPRESSION BY DOMINANT GROUPS.

SLAVERY. JUST DO IT.

+Nike has been accused of slavery including child labor in Pakistan

LOVE YOUR HOMELAND.

Native land disputes are among the major issues experienced by indigenous cultures

+

OBESITY. I’M LOVIN’ IT.

McDonald's has been regarded by many as responsible for an international epidemic of obese children

+m

+

mmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmm

THIS IS LIVING. SMASH THE OLD WORLD.ESTABLISH A NEW WORLD.

+A recent study revealed that games may incite angry players to violence

ARE YOU A CARDMEMBER? SORRY,BUT OUR PRACTICES ARE DISCRIMINATORY.

+American Express represents one of the most el i t ist credit cards available in the market

MOVING FORWARDON WORLD DOMINATION.

+For decades, Japanese carmarkers have been conquering the world

HUMAN CAPITAL. YOUR POTENTIAL.OUR PASSION.

+In 2006, Microsoft was caught giving away Vista-instal led computers to prominent bloggers

LIVE RICHLY BY EXPLOITINGOTHER CULTURES.

+CitiGroup recently closed its Japanese private bank after repeatdly breaking local laws

COCA-COLONIALISM. THIS IS IT.

Coca-Cola is regarded as a symbol of cultural imperial ism around the globe

+

THINK DIFFERENTIS EXPRESSLY PROHIBITED.

+For many years Apple claimed that Macs were much faster than PCs.. .even after adopting Intel microprocessors

CLAUDE LEVI-STRAUSS (1908- :-(THE WORLD BEGAN WITHOUT MAN, AND IT WILL COMPLETE ITSELF WITHOUT HIM.”

“

APOCALYPSE NOWTHESE STAGGERING FACTS CAN LEAD TO POVERTY, INJUSTICE, RELIGIOUS AND SECTARIAN VIOLENCE, RAGE, AND EVENTUALLY TERRORISM.

APOCALYPTO

MARGARET MEAD (1901-1978)NEVER UNDERSTIMATE THE POWER OF A SMALL GROUP OF PEOPLE TO CHANGE THE WORLD. INDEED, IT IS THE ONLY THING THAT EVER HAS.”

“

NO SOLUTIONSINCE STOPPING WORLD DEVELOPMENT IS UTOPIAN, DOING ANYTHING IS QUITE CHALLENGING. NEVERTHELESS, EXAMPLES ARE AVAILABLE EVERYWHERE FROM A DIVERSE GROUP OF PEOPLE COMMITTED TO MAKE A POSITIVE CHANGE IN OUR WORLD. YOU COULD ALSO TAKE PART IN IT :-)

RESPECT THE DIFFERENCE

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SUPPORT PRO-DIVERSITY INITIATIVES

http:/ /www.ecotrust.org


http:/ /www.language-archives.org


http:/ /www.bridgesweb.org

ACT TOWARDS POSITIVE CHANGE

Yuri Surkov - Coexistence (Poster)


Jonathan Barnbrook/Tibor Kalman - Adbusters magazine (Bil lboard)


Michael Franti - I Know I ’m Not Alone (DVD)


Naomi Klein - The Shock Doctrine: The Rise of Disaster Capital ism (Book)


http:/ /www.freetibet.org

GUSTAVO MACHADO (1969- =;-)LITERARY ETHNOGRAPHERGUSTAVO MACHADO IS A DESIGNER AND EDUCATOR WITH AN ALMOST UTOPIAN DREAM: REDESIGN THE WORLD.”

“

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Reisman, Rose. "Obesity - A National Epidemic.“Rose Reisman - The Art of Living Well. July 2003. RoseReisman.com. 3 Dec 2007 <http://www.rosereisman.com/content/pdfs/nwsltr_s_2003.pdf>.

WORKS CITED

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WORKS CITED

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WORKS CITED

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Davis, Wade. " Wade Davis: Cultures at the far edge of the world." TED: Ideas Worth Spreading. February 2003. TED Conferences, LLC. 10 Dec 2007 <http://www.ted.com/talks/view/id/69>.

"Villas Boas Brothers." Wikipedia, the free encyclopedia.14 August 2007. Wikimedia Foundation, Inc. 16 Dec 2007 <http://en.wikipedia.org/wiki/Villas_Boas_brothers>.

WORKS CITED

Wikipedia, the free encyclopedia. 2007. Wikimedia Foundation, Inc. 16 Dec 2007 <http://en.wikipedia.org>.

Famous Quotes and Quotations at BrainyQuote. 2007. BrainyMedia.com. 16 Dec 2007 <http://www.brainyquote.com>.

Buntin, Simmons. "Tristes Tropiques by Claude Levi-Strauss." Blog of Terrain.org: A Journal of the Built & Natural Environments. 26 December 2006. 16 Dec 2007 <http://terrainorg.blogspot.com/2006/12/annotation-tristes-tropiques-by-claude.html>.

Vida, Lux. Grafismo Indigena. 1st ed. Sao Paulo, Brazil:Studio Nobel, 1992.

WORKS CITED

"Contagem da Populacao 2007." IBGE - Instituto Brasileirode Geografia e Estatistica. 2007. Instituto Brasileirode Geografia e Estatistica. 16 Dec 2007 <http://www.ibge.gov.br/home/estatistica/populacao/contagem2007/default_coment.shtm>.

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Best brands of the world - vector logotypes, brand, logo,logotype, logos. 2007. BrandsOfTheWorld.com. 16 Dec 2007 <http://brandsoftheworld.com>.

WORKS CITED

"Claude Levi-Strauss." Wikipedia, the free encyclopedia.14 December 2007. Wikimedia Foundation, Inc. 16 Dec 2007 <http://en.wikipedia.org/wiki/Claude_levi-strauss>.

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Resnick, Elizabeth. "The Graphic Imperative - International Posters for Peace, Social Justice, and the Environment." 2006. Massachusetts College of Art / Philadelphia University. 16 Dec 2007 <http://www.thegraphicimperative.org>.

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WORKS CITED

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to be or not to be: an illustrated guide to rebrand an entire society

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