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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.
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, sociol
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, sociol
This book provides a compelling insider's account of how Nike became the world's largest sports and fitness company. It includes a dedicated mailing and e-mail
"After years of rumors and speculation, Matt Hart sets out to peel back the layers of secrecy that protected the most powerful coach in running. What he finds w
How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and inno