Olympics: Myth Brand & Politics

The site for the 2012 Olympics in London is a highly contentious one, with many players fighting for their voices to be heard. This is a reality hardly existent in the many forms of branding. These, rather, portray a myth of hyper-inclusiveness and innocence as embodied by the mantra everyones 2012, reminiscent of the propagandistic campaign to get Londoners to fight for your Britain of the 1940s. The proposal seeks to demystify the branding of the Olympics, and politicize it by occupying the very space where the myth takes place, and infiltrating it with local markets. In addition, the wrapping of the stadium is used as a platform for both global and local businesses to advertise themselves. In effect, the rhetoric of everyoneness ceases to be a merely aestheticized image for a better public image, and becomes a political reality.

Category:

Film & Animation

Tags:

• 090415
• Olympic
• Market
• v4