"Sport, Culture and Advertising" [NOOK Book]


A first step towards understanding the relationship between advertising and identity with a focus on sport. Considers advertisers' sponsorship of sports as well as cases where sport and 'fitness' lend their perceived positive imagery to a wide range of co
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A first step towards understanding the relationship between advertising and identity with a focus on sport. Considers advertisers' sponsorship of sports as well as cases where sport and 'fitness' lend their perceived positive imagery to a wide range of co
Read More Show Less

Product Details

  • ISBN-13: 9780203462003
  • Publisher: Routledge
  • Publication date: 11/25/2004
  • Sold by: Barnes & Noble
  • Format: eBook
  • File size: 580 KB

Meet the Author

Steven J. Jackson is an Associate Professor in the School of Physical Education, University of Otago. He has published in numerous scholarly journals including: Sociology of Sport Journal, International Review for the Sociology of Sport, Journal of Sport and Social Issues, and Media, Culture & Society. He is currently General Secretary for the International Sociology of Sport Association (ISSA) and has served on the editorial board for the Sociology of Sport Journal. David L. Andrews is an Associate Professor in the Sport Commerce and Culture Program, Department of Kinesiology, and an Affiliate Faculty in the Department of American Studies, at the University of Maryland, College Park. His research and teaching focuses on the critical examination of contemporary sport culture. He has been a guest editor of the Sociology of Sport Journal, and is presently Assistant Editor of the Journal of Sport and Social Issues.
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Table of Contents

1. Introduction: The Contemporary Landscape of Sport Advertising 2. Model Behavior?: Sporting Feminism and Consumer Culture 3. 'Knowing' the Hero: The Female Athlete and Myth at Work in Nike Advertising 4. Women's sport in postmodern America: Body politics and the corporo-empowerment of "Everyday Athletes" 5. Enligtened racism and celebrity feminism in contemporary sports advertisements 6. Race, Representation, and the Promotional Culture of the NBA: Canadian Case" 7. Sport, sexuality and representation in advertising: Political Economy of the Pink Dollar 8. Fitting Images: Advertising, Sport & Disability 9. Close Encounters of Another Kind: Nationalism, Media Representations and Advertising in New Zealand Rugby 10. Global Gaming: Cultural Toyotism, Transnational Corporatism & Sport 11. I'm Afraid of American's: Globalisation, Advertising and Cultural Resistance 12. Cursed or Carefree?: A Historical View of Menstrual Product Advertisements and Feminine Physical Activity 13. That's Me in the Mirror: Fitness & the Marketing of the Self 14. Staging identity through consumption: Exploring the social uses of sporting goods
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