Nike culture : the sign of the swoosh
"This book is one of the first to take an in-depth look at how an advertising image works. It situates the Nike swoosh logo in terms of political economy, sociology, culture and semiotics." "This book describes and deconstructs the themes and structures of Nike's advertising, outlines the contradictions between image and practice, and explores the logic of the sign economy. In addition, by focusing on issues revolving around representations of race, class and gender, the desire for both community and recognition, and the construction of sport as a spiritual enterprise, the book offers insights into the cultural contradictions embedded in sports culture."--Jacket
Case studies
vi, 194 pages : illustrations ; 25 cm
9780761961482, 9780761961499, 0761961488, 0761961496
40839004
Suddenly the Swoosh Is EverywhereJust Metacommunicate ItNike and the Construction of a Celebrity DemocracyReflexivity and IrreverenceAlienation, Hope and Transcendence Determinism or Determination?Transcending Difference? Representing Women in Nike′s WorldThere Are Many Paths to Heaven"Just Do It," but Not on "My Planet"