Sports, Culture and Advertising : Identities, Commodities and the Politics of Representation.

Sports, Culture and Advertising : Identities, Commodities and the Politics of Representation.

Sport has a close relationship with advertising, both where advertisers sponsor sports, as well as where sport and 'fitness' lends its perceived positive imagery to a wide range of consumer goods. Sport, Culture & Advertising explores the themes of.

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Bibliographic Details
Main Author: Jackson, Steven
Other Authors: Andrews, David
Format: eBook
Language:English
Published: London : Routledge, 2004.
Subjects:
Sports > Social aspects.
Advertising > Social aspects.
Advertising > Social aspects
Sports > Social aspects
Online Access:Click for online access
Table of Contents:
  • Book Cover; Title; Contents; Notes on contributors; Preface; Acknowledgements; Introduction: the contemporary landscape of sport advertising; Model behavior? Sporting feminism and consumer culture; "Knowing" the hero: the female athlete and myth at work in Nike advertising; Women's sports in Nike's America: body politics and the corporo-empowerment of "everyday athletes"; Enlightened racism and celebrity feminism in contemporary sports advertising discourse; Race, representation, and the promotional culture of the NBA: the Canadian case.

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