Each part takes on a different facet of the changing market and advertising strategies that cause us as individualized, free thinking souls to transform into brainwashed, brand loyal, consumer zombies. .
The first section of the book, "No Space" deals with the physical and cultural ideas of advertising in the modern world. The physical aspect of the business of advertising is obvious, with billboards, flyers, and media messages a part of our everyday lives, but the cultural side is interesting as well. Klein discusses how nearly every new cultural movement of the past decade or so, even those which were explicitly anti-commercial, has been targeted and eventually joined by large brand names seeking to appear "cool." She also describes the aggressive and intrusive tactics used by corporations to search out, or even create, the next big fad. This section of the book also delves into the brands' intrusion into the realm of education, in the forms of specially designed curriculums and the sponsorship of athletic teams, and the issues of academic freedom that this intrusion raises. .
The second section of No Logo is "No Choice" and in it Klein investigates the restrictions imposed on consumer choice by the expansion of the large brand names, and the shrinking and folding of smaller companies. From the very clear examples of a Starbucks or Wal-Mart putting a small independent competitor out of business and thus becoming the only choice in an area, to the less obvious of anti-tobacco protesters being removed from a tobacco company sponsored tennis tournament, Klein shows how the growth of the brand-names has created corporations who no longer seek merely to reflect and profit off that which is "cool" but to dictate it as well. This is a tough argument, as many disagree with what the corporations say should be popular. For example, when Wal-Mart removed Nirvana's "In Utero" from its shelves because the back cover contained offensive art, and an offensive song title, the album we multi-platinum, proving that companies may try to control opinion, but do not always succeed.
