Nike Culture: The Sign of the Swoosh
Dec 1998 · SAGE
3.3star
15 reviews
Ebook
208
Pages
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Eligible
info
About this ebook
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.
Nike Culture 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.
Ratings and reviews
3.3
15 reviews
Tarwinder Saran
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August 28, 2015
I 1st read this book in 1999 when I was completing my dissertation. It is a compelling read! A must not only for fans of Nike, but, those interested in the power of the brand
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