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Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity by Anne Elizabeth Moore

Unmarketable: A Review

A review by Iris Blasi

Since the early 1970s, sales of Pabst Blue Ribbon beer had plummeted steadily. Then, in 2002, the beer became the beverage of choice in hipster haunts everywhere. Sales rose 5.4% that year, followed by a 9.4% increase in supermarket sales in the first quarter of 2003. Marketwatchers initially scratched their heads at this sudden and inexplicable uptick. The beer hadn't been actively advertised in years, but that's precisely what worked in its favor. With ads from the competition (typical T&A showcases, burping frogs, and the ubiquitous catchphrase "Wassup?") as foils, PBR was automatically imbued with an anti-corporate aura that couldn't be bought.

Except that it was.

As it turns out, a savvy marketer had decided to forgo mainstream advertising, instead targeting his pitch at those bastions of corporate culture, bike messengers. And that's just one of the many tales of corporate marketing firms plundering the underground Anne Elizabeth Moore tells in Unmarketable.


Previously Reviewed by Bitch Magazine
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I Got Thunder: Black Women Songwriters on Their Craft (07 Edition) by Lashonda Barnett

Scan any mainstream music magazine's annual rundown of "great songwriters," and you'll likely see black men prominently represented. Regardless of genre, it's easy to list a few choice names: James Brown, Jimi Hendrix, Prince. Similarly, a list of great vocalists is likely to be populated by a...

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It happens to every feminist at some point. You might be listening to a coworker bemoan the injustice of Ladies' Night bar specials or responding to an acquaintance who demands to know when you plan on getting pregnant. You know you're hearing sexist bullshit, but the situation leaves you, well...

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In March of 2006, the National Institutes of Health convened a panel of obstetricians, pediatricians, midwives, and other experts to compile a state-of-the-science report on cesarean section, and to suggest avenues for future study surgical childbirth. The NIH decided to call this conference...

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Anyone who has ever studied the history of the human body knows that the male form was considered the normative -- not to mention the ideal -- form by everyone from the ancient Greeks to American medical men of the 20th century. The female body was a weak copy, and a woman's ability to bear...

She's Such a Geek: Women Write about Science, Technology, and Other Nerdy Stuff by Annalee Newitz and Charlie Anders

Geeks may be the consummate outsiders in our cliquey culture, having been seduced away from the social approval of their peers by powerful draw of obscure and technical topics. But if male geeks are self-selected outsiders, at least they have the company of their fellow geeks. Female geeks, on the...

Half/Life: Jew-Ish Tales from Almost, Not Quite, and In-Between by Laurel Snyder

What's it like to celebrate both Easter and Passover at the same time? This smart, funny anthology of essays narrates the experiences of growing up with one Jewish parent or being half-Jewish, emphasis on ish. While these engaging essays deal explicitly with negotiating between Ashkenazi Jewish and ...

The Games Black Girls Play: Learning the Ropes from Double Dutch to Hip-Hop by Kyra D Gaunt

Jumping rope may look like kid stuff, but double Dutch separates the women from the girls. Two ropes turn alternately in a pulsing oval, like street art to the untrained eye. But breaching the ropes is a challenge -- and not stomping on a rope once you're inside is even harder. Some girls can...

James Tiptree, Jr.: The Double Life of Alice B. Sheldon by Julie Phillips

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