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Nike culture : the sign of the swoosh

Author: Robert Goldman; Stephen Papson
Publisher: London ; Thousand Oaks, Calif. : Sage Publications, 1998.
Series: Core cultural icons.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
"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  Read more...
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Genre/Form: Case studies
Cas, Études de
Additional Physical Format: Online version:
Goldman, Robert, 1949-
Nike culture.
London ; Thousand Oaks, Calif. : Sage Publications, 1998
(OCoLC)654639109
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Robert Goldman; Stephen Papson
ISBN: 0761961488 9780761961482 0761961496 9780761961499
OCLC Number: 40839004
Description: vi, 194 p. : ill. ; 25 cm.
Contents: Suddenly the Swoosh is Everywhere --
Nike's Global Landscape --
Logomania --
The Great American Philosophy: "Just Do It" --
Just Metacommunicate It --
Appropriation --
Tone of Voice: Metacommunication and Subtext --
Hailing Sports Cultures --
Advertising and the Knowing Wink --
Exposing Commercialism? --
Nike and the Construction of a Celebrity Democracy --
The Ambivalence of Hero Worship --
The Multiple Personalities of Nike --
The Community of Sport and Play --
Transcendence in the Human Community --
Reflexivity and Irreverence --
Constructing Irreverence and Sign Value --
The Absence of the Commodity --
Media-Referential Irreverence --
The Politics of Irreverence --
In Your Face Cynicism --
Irreverence Feeding Cynicism --
You Suck! --
Alienation, Hope and Transcendence: Determinism or Determination? --
Poverty, Hope, and Transcendence --
The "Work" Ethic: Cultural Capital Made the Old-Fashioned Way --
Appropriating African American Culture --
Hyperauthenticity and "Street" Vernacular --
The Shadows of Race and Class --
Signifiers of Alienation and Humanity --
Transcending Difference? Representing Women in Nike's World --
Gender Difference in Nike ads --
Reacting Against the Male Gaze --
Hailing a New Market in a Different Voice --
Constructing Female Celebrity Athletes --
The New Woman in the New Capitalist World Order --
There are Many Paths to Heaven --
Spitituality a la Carte --
Suffering to Win --
Re-Enchanting a Disenchanted World --
"Just Do It," but not on My Planet --
From Cultural Icon to Symbolic Capital.
Series Title: Core cultural icons.
Responsibility: Robert Goldman and Stephen Papson.
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Abstract:

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  Read more...

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'This book is likely to be useful for a range of undergraduate courses, particularly related to sport or the media. It holds the promise of illustrating some key aspects of social and cultural theory Read more...

 
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