Corporate Commercialism

Source Analysis: Calvin & Hobbes

Several people disapprove of the corporate commercialism that is so ingrained in society, and how consumers identify themselves with logos and brands. The above source (a comic strip from the graphic novel, Calvin & Hobbes) takes a comic approach to the realities of branding, corporate advertisement, and commercialism.

The scene is set outdoors by a tree as Calvin begins by expressing his disappointment that his clothing is without a logo or brand. He then goes on to explain how a shirt is only cool when it turns the wearer into a walking billboard. Calvin continues to voice how wearing a shirt with a logo tells the world that your identity is primarily surrounded by what you buy and that it is worth paying a company to advertise for its products. When Hobbes questions Calvin’s opinion, Calvin explains how endorsing products is the true American way to express individuality.

Calvin’s satirical views on brands are used by the author to point fun at both product endorsement, and the consumers who remain convinced that a brand or logo, a representation of what they buy and appreciate as a consumer, is what best expresses their identity.

Based on the sarcastic tone of the comic strip, it seems clear that the author’s views regarding corporate commercialism are negative in the way he mocks consumers’ obsessions with branding. I would say, because of the comedic portrayal of product endorsement, that the author disagrees with corporate commercialism and the loyalties consumers have towards logos, and how those logos, and the products you buy, supposedly represent your identity.

The author is most likely against capitalism, and other anti-capitalist individuals would likely share these similar views, and find comic relief in this undoubtedly sarcastic comic strip. Capitalism is such a core aspect of globalization; so-much-so, that because this source touches on capitalism, it is, therefore, hinting to one of the negative impacts of globalization.