→ Book of research and criticism of design start from the social themes faced by Adbusters, an activist group founded in 1989 by Kalle Lasn. The project is splitted in two parts, review and research: the first one shows a review written by myself on the book “Errore di sistema: teoria e pratiche di Adbusters”, as the second one talks about a choice project related to the arguments of the review, in order to deepen and further personal reflections. This section speaks of the Personal branding action of the current president of the USA Obama, that helped him to become the first afro american president in the history of the United States, in a context where the political popular consensus was at historic lows. This research want to analyze not only the aspects of the classic communication but also the elements that take advantage of the new dynamics of political promotion, combining new media and new technologies to modern concepts of viral digital marketing.