the initial campaign. However, Lasn’s attempt at airing the spot on television ultimately failed, as the TV station refused to sell him any time. Lasn referred to this move as "absurd and unfair" because "even the most innocuous product ad is laden with unspoken and unquestioned political assumptions", adding that no line exists between product and advocacy ads, and that all ads are political. Adbusters Inspired by what he saw as the lack of democracy in access to all-power media, Lasn founded Adbusters, a bi-monthly radicalizing magazine which lends itself the title of one of the leading voices in global environmentalism, anti-capitalist and anti-consumerist movements. Having worked in market research in Japan in the 1960s, Lasn drew from his personal experience and knowledge to produce publications and campaigns that would employ the necessary tools and techniques to create powerful imagery, stunts, slick graphics and vibrant language to promote his cause. By taking conventional marketing communication techniques and applying them to anti-consumerism messages, Adbusters has created a powerful, global social movement, which takes aim at large-scale industries. Although the company’s headquarters in Vancouver only has ten employees, it has a large global following, with 40,000 paper subscribers and 30,000 online subscribers. Lasn claims that ‘’Adbusters" is the "hub of global activism – it’s the (communication) model of the future". Books and films In his first book, Culture Jam, Lasn portrays consumerism as the fundamental evil of the modern era. He calls for a "meme war": a battle of ideas to shift Western society away from consumer capitalism. Lasn, in his book, calls on the values of authenticity, individuality and freedom of expression. He promotes the rebelling of the notion that hierarchies can dictate people’s identities. Essentially, Lasn’s concept of culture jamming calls upon consumers to value experiences over possessions, while accusing marketing experts of co-opting these values and "slapping a brand name on them". His second book, Design Anarchy, calls on graphic designers, illustrators and others to turn from working in service to corporate and political pollution of both the planet and "the mental environment", and to embrace a radical new aesthetic devoted to social and environmental responsibility.. The book, which in an introduction to Lasn’s notion of culture jamming, includes a compilation of some of Adbuster’s greatest moments, but with the addition of what Lasn calls a "technical event", which forces the mind to take notice of something and search