Nike Culture by Robert Goldman

Nike Culture by Robert Goldman

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 likely to be useful for a range of undergraduate courses, particularly related to sport or the mediaIt holds the promise of illustrating some key aspects of social and cultural theory in a familiar, even infamous, context: Nike′ - Sport, Education and Society

"The book is likely to stimulate a wide range of classroom discussions about the impact, both positive and negative, of advertising in our society." 

* Journalism & Mass Communication Quarterly *

"In ‘Nike Culture,’ part of the Sage ‘Core Cultural Icons’ series, Robert Goldman and Stephen Papson provide a fascinating deconstructive take on the television advertising strategies of that most successful of sportswear brands, Nike. The book ‘Nike Culture’ is packed fullof textual analysis. Paga after page is saturated with the pursuit of discursive regimes as the authors admirably struggle throughout complex praxes of Nike’s intertextuality. This book’s drive, its strength, comes from the identification of ‘the swoosh’ as the constant—that which can be printed down of Nike’s complex and transforming advertising approach." 

* Sociological Research Online *

Robert Goldman is Professor of Sociology at Lewis & Clark College and Stephen Papson is Professor of Film and Representation at St. Lawrence University.

SKU	Unavailable
ISBN 13	9780761961499
ISBN 10	0761961496
Title	Nike Culture
Author	Robert Goldman
Series	Cultural Icons Series
Condition	Unavailable
Binding Type	Paperback
Publisher	SAGE Publications Inc
Year published	1998-12-22
Number of pages	208
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.