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Nike Culture: The Sign of the Swoosh

by ,

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 ...

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Nike Culture: The Sign of the Swoosh
1999, Sage Publications Ltd, London

ISBN-13: 9780761961499

Trade paperback

Nike Culture: The Sign of the Swoosh
1999, Sage Publications Ltd, London

ISBN-13: 9780761961482

Hardcover

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