(776126248) branding of a revolutionary.docx

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Clara A nine Svane Olesen

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Branding of a Revolutionary

Che Guevarra is a symbol of Revolution, youth, non-conformity, anti-capitalism andanti- imperialism. He was cleverly and strategically branded by Cuba and otherCommunist states. The symbol has afterwards been used to brand all sorts ofproducts. How is it possible that a picture of a revolutionair obtain such a big globalspreading- and to products far away from what he originally stood for

Che Guevarra was originally a guerilla leader from !rgentina who participated inthe Cuban revolution, and afterwards became an insider of the Cubaniangovernment. Here he became in charge of the "a Cabana #rison. $t is estimatedthat between %&' and &&( people were e)ecuted on Guevara*s e)tra-+udicialorders.

He was the architect behind the Government of Cubas close ties to R, and itwas him that persuated the sov+etic government to place nuclear weapons on Cubasoil. $n % '& he left Cuba to /ght in other revolutions, and he was captured ande)ecuted by C$! in % '0. http122www.bi o graphy.c o m2p eo pl e 2ch e -g u e vara-3440056m ee ting-/d e l- ca s t ro http122imaginati o n s .c s +. u alb e rta.ca2 p74 %'

8hen you read Che Guevarras biography, is it certain that he supported violence,and in many ways was a representative for positions and values, that today will becharcte9ised as terrorism. Therefore it becomes a mystery, how the brand havebecome an worldwide spread icon. $t is an interesting :uestion to understand howthis proces has evolved.

#ersonal Branding

Guillaume ;an der tighelen writes in his boo< =Brand Heroes=, what is needed fora person to be branded as a hero> =? /rst you need to @A something special.

omething that !D something to one or more people E?F !part from doingsomething !D$DG ", you need to have a D! , you need to be easilyR CAGD$ !B" , and you need the R$GHT 8AR@ , so people can tell your story toimpress their friends.http122www. s lid e s har e .n e t2 Gu illa u m e ;d 2h e r o -brand- s u mmary

@ependent on view, Che Guevara ful/ll most of these criterias> he has donesomething special, which for good or for bad has meant a lot to many people. Hehas a name which isrecogni9able, he has a dramatic life history, and artists wor

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=Guerrillero Heroico= as an aestetic product$n the analysis of the two most famous pictures of Che Guvara, $ will place them ina cultural contect> namely in the % 0(I ies more or less revolutionary movementsaround the world, with an emphasis on the western part of the world. urthermore

$ will attempt to analy9e formel aspects of the picture and focus on meaning line,surface, form, light and shadow, colors and composition.

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Guerillero Herorico, Che Guevara % '( Havana.

The above photo is shot by the photographer !lberto Jorda, and was after acropping, where Che Guevara became the only person in the picture, the visualstart of the iconography of him. $t was released internationaly, when eltrinelli in% 'K, the same year Guevara died, published his diary =Bolivian Biaries= Thepicture became the cover of the boo

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The $rish artist Qim it9patric< made in % 'K an art piece by editing the photota

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The use of =Guerrillero Heroico= as a deliberate branding-strategy

!fter the Cuban revolution, Che*s face became synonym with the revolution> hebecame the communistic hero,that saved Cuba from imperalism.

ichael Casey writes in his boo< =Che*s !fterlise1 The "egacy of an $mage= thatMJorda*s image launched into public consciousness in Cuba, where it was in e ectemployed as a logo or brand for CastroIs #R campaign= E 3F he points out that, thepresence of Cuban doctors in Bolivia in4((' can be seen as a Mre-brandUingV= e ort to portray Cuba Mas a source ofmedicine and education services worldwide= E%K F.

8hen the Cuban regime began to use Guerilleo Heroico as a brand, Jorda didn*tma

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Branding of a douptfull hero

8e can conclude that the brand Che Guevara is a strong aesthetic icon, whichsimultanious is completely washed out for it*s use as a ideologic symbol for the/ght against capitalism and imperalistic supression. Robert assari, who is an$talian publisher and head of his countryIs MChe Guevara oundation= says> MThereare probably forty million in the world who have that image. !nd if you as< themwhat it means to them, theyId all have a di erent answer= ECasey, Prstal p33'F.

! possible e)planation for this, is that we 8!DT heroes. howing Che Guevara as anattractive, well spea

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$f $ should publish this article $ would send it to http122www.d e s ignb oo m.c o m .

"itterratur liste1

http122www. on -c u rating. o rg2ind e ).php2 iss u e -44-532a e s th e tic s -o f-t e rr o r- 5.html http122www.inf o rmati o n.d