Brand-Led London Olympics

The Guardian , Tuesday, June 12, 2012 9:41 AM
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The 2012 Olympics epitomizes the "Faustian bargain of contemporary capitalism," writes columnist Heather Stewart, pointing out that as public entities spend less, corporations are more than willing to foot the bill in exchange for ubiquity. "Judging by the advertising onslaught, the Olympic dream has little to do with rippling athleticism or heroic sporting endeavor, and everything to do with flogging washing powder and sausage and egg McMuffins." J.M. Keynes and Adam Smith weigh in from the beyond.

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