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Nike Culture
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Nike Culture : The Sign of the Swoosh

by Robert Goldman , Stephen Papson

Book Details

Format Paperback / Softback
Book Series Cultural Icons series
ISBN-10 0761961496
ISBN-13 9780761961499
Publisher SAGE Publications Inc
Imprint SAGE Publications Inc
Country of Manufacture GB
Country of Publication GB
Publication Date Dec 22nd, 1998
Print length 208 Pages
Weight 464 grams
Dimensions 23.30 x 19.20 x 1.10 cms
Product Classification: Cultural studiesSociology & anthropologyAdvertising industry
Ksh 9,900.00
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Taking the Nike swoosh logo as a point of departure, this study examines how an advertising image works, exposing the psychology, sociology, and culture behind it. The authors describe and deconstruct the themes and structures of Nike advertising, and explore the logic of the sign economy.
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.

Get Nike Culture by at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by SAGE Publications Inc and it has pages.

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