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Nike Culture The Sign of the Swoosh 1999 Complementary Texts Keywords Copyright © 2007 Isabel Pedersen |
An extensive semiotic analysis of the cultural and sociological implications of Nike’s most famous advertising campaign. The book situates the swoosh within current cultural discourses. Goldman and Papson write that “Nike Advertising does more than simply sell shoes as commodities, it gives voice to important cultural contradictions that define our era” (3). |