Nike Culture: The Sign of the Swoosh

by Robert Goldman, Stephen Papson

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.

Genres: Nonfiction

208 pages, Hardcover

First published January 1, 1998

Reviews

[Rushay Booysen · Rating 3 out of 5]

I initially thought this was going to be a scathing attack on the swoosh brand but turned out to be a well balanced book on the brand,its growth and the strategies used to sustain its market dominance.Besides Coca Cola i would say the swoosh is one of the most recognized brands.Take a peek into the strategies used to keep us buying those sneaks

[Javier Sonan]

Abandonado

[Wendy Lovenia mustafa]

great