The Sign of the Swoosh
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Nike Culture by Robert Goldman
Book DescriptionThis 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.
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Book DetailsISBN: 9780761961499
(234mm x 156mm x 11mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 22-Dec-1998
Country of Publication: United Kingdom
Books By Author Robert Goldman
Landscapes of Capital, Paperback (April 2011)
Advertising functions as an omnipresent discursive form, publicly assembling and circulating the predominant tropes of our era. This title examines how corporate television ads from the last fifteen years that have organized predominant images, tropes and narrative representations of a world in transition.
New Anti-aging Revolution, Paperback (November 2007)
With medical information doubling every three and a half years, life spans of 110 to 125 years may soon be a reality. This book offers an understanding of the biological processes involved in aging, the ten key body systems where decline first begins and the culprits largely responsible for tipping the clock.
121 Ways to Live 121 Years and More!, Paperback (April 2007)» View all books by Robert Goldman
Nobody wants to get old. And why would they? The aging process eventually affects our body systems - But chronological age has little to do with a person's biological age. Some people are old at fifty, while others are sharp and spry at ninety. This work shows us how we can implement anti-aging approaches to help us feel, look and perform better.
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