Is advertising changing the way we think about ourselves and society? Does the sign-world of advertising inevitably fuse fantasy with commodities? These questions are central to the sociology of advertising. Most studies deal with them by presenting broad sweeping surveys of theory and ad 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, sociology, culture and semiotics.
Nike Culture argues that contemporary society is, above all, a sign economy. The more that signifiers resonate through the intended audiences, the more economically successful the corporation will be, even though such strategies open culture to economic contradictions. Blending themes of personal empowerment and transcendence with media irreverence, the advertising campaign launched by Nike promoted the company to the top of the sports shoe and apparel industry. Its swoosh logo is now globally pervasive and Nike has become synonymous with sports culture.
This book 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.
Engrossing and illuminating, this book provides a wealth of detail harnessed to an authoritative analysis. It will be required reading on courses in sociology, media studies and cultural studies.
