This link has been bookmarked by 7 people . It was first bookmarked on 06 Oct 2007, by Adam Bohannon.
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21 Nov 16
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Che Guevara has become a brand. And the brand's logo is the image, which represents change. It has becomes the icon of the outside thinker, at whatever level - whether it is anti-war, pro-green or anti-globalisation," she says.
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The birth of the image happens at the death of Che in October 1967," she says.
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People wanted change, disruption and rebellion and he became a symbol of that change."
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As time went on, the meaning and the man represented by the image became separated in the western context, Ms Ziff explains
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It began to be used as a decoration for products from tissues to underwear. Unilever even brought out a Che version of the Magnum ice cream in Australia - flavoured with cherry and guava.
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ut in Latin America, she points out, Che Guevara's face remains a symbol of armed revolution and indigenous struggle
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30 Jan 11
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06 Oct 07
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"Che Guevara has become a brand. And the brand's logo is the image, which represents change. It has becomes the icon of the outside thinker, at whatever level - whether it is anti-war, pro-green or anti-globalisation," she says.
Its presence - everywhere from walls in the Palestinian territories to Parisian boutiques - makes it an image that is "out of control", she adds.
"It has become a corporation, an empire, at this point."
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"There is a theory that an image can only exist for a certain amount of time before capitalism appropriates it. But capitalism only wants to appropriate images if they retain some sense of danger," Ms Ziff says.
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But in Latin America, she points out, Che Guevara's face remains a symbol of armed revolution and indigenous struggle.
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05 Oct 07
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