For instance, the cynical targeting of vulnerable populations is exposed through the practice of 'skulling' or drawing skeletons, or writing 'Feed Me' on billboard models, in order to highlight the connection between advertising and eating disorders in teenage populations.

In her final section, No Logo, Klein charts the beginnings of a global backlash, starting with the culture jammers and 'hacktivists,' fringe artists and politicos who use the brands' obsession with image to launch witty protests against them. 'Skulling' is one technique: turning anorexic models on Calvin Klein billboards into death's-heads with a few deft strokes of a magic marker.

A few months ago, hundreds of billboards around Toronto were defaced in the same way: a magic marker was used to black out the eyes and lines were drawn across the mouth, making models' faces look like skulls. Skulled billboards eventually blanketed the whole downtown.