Ad Age reports:
'Breathtaking' Is One Word for Purported Arnell Pepsi Doc
Mad Ave Buzzing About the Deep Thinking That Supposedly Went Into Brand Logo Redesign
NEW YORK (Adage.com) -- Over the past 24 hours, adland has been abuzz about "Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether Michael Phelps wasn't the only one hitting that bong.
Mad Ave Buzzing About the Deep Thinking That Supposedly Went Into Brand Logo Redesign
NEW YORK (Adage.com) -- Over the past 24 hours, adland has been abuzz about "Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether Michael Phelps wasn't the only one hitting that bong.
See the .pdf for yourself here.
Who was (is) Alan Sokal?
The Sokal affair (also Sokal's hoax) was a hoax by physicist Alan Sokal perpetrated on the editorial staff and readership of the postmodern cultural studies journal Social Text (published by Duke University Press). In 1996, Sokal, a professor of physics at New York University, submitted a paper for publication in Social Text,
as an experiment to see if a journal in that field would, in Sokal's
words: "publish an article liberally salted with nonsense if (a) it
sounded good and (b) it flattered the editors' ideological
preconceptions."
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