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ironic viewer
In this complicated context, for brands to be truly cool, they need to layer this uncool-equals-cool aesthetic of the ironic viewer onto their pitch: they need to self-mock, talk back to themselves while they are talking, be used and new simultaneously. And after the brands and their cool hunters had tagged all the available fringe culture, it seemed only natural to fill up that narrow little strip of unmarketed brain space occupied by irony with preplanned simulation of the viewer’s thought patterns. (pag.78)
:: No-logo C.U.S. :: December 2007 ::
:: Project by Pino Boresta realized in cooperation with the Cultural Association Aevum ::
Pictures by Pino Boresta with sentences freely drawn from Naomi Klein's book "No logo"