Nike Culture: The Sign of the Swoosh

by Robert Goldman and Stephen Papson

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0761961496
• ISBN13: 9780761961499
• Release Date: February 1999
• Publisher: Sage Publications Ltd
• Length: 208 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.5" x 8.3" x 9.0"