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ISBN 10: 0415339928
ISBN 13: 9780415339926
Author: Steven Jackson
Despite the range of theoretical and methological positions adopted and the wide range of issues and topics related to advertising covered by cultural studies, relationships between sport and advertising have been largely overlooked. Given its gobal popularity and its prevalence across the spectrum of cultural and commercial life it is not surprising that scholars interrogating the cultural politics of sport have begun to recognise advertising as an important site for the analysis of power relations, cultural politics and cultural repesentation. Sport, Culture and Advertising presents a first step towards understanding the relationship between advertising and identity with a focus on sport. The book will be useful for scholars across a range of disciplines and will be of interest to students looking for a more critical examination of the commercial realm of sport
1. Model Behavior? Sporting Feminism and Consumer Culture
2. ”Knowing” the Hero: The Female Athlete and Myth At Work In Nike Advertising
3. Women’s Sports In Nike’s America: Body Politics and the Corporo-Empowerment of “Everyday Athletes”
4. Enlightened Racism and Celebrity Feminism In Contemporary Sports Advertising Discourse
5. Race, Representation, and the Promotional Culture of the NBA: The Canadian Case
7. Fitting Images: Advertising, Sport and Disability
8. Close Encounters of Another Kind: Nationalism, Media Representations and Advertising In New Zealand Rugby
10. “I’m Afraid of Americans”?: New Zealand’s Cultural Resistance to Violence In “Globally” Produced Sports Advertising
11. Cursed or Carefree? Menstrual Product Advertising and the Sportswoman
12. Generational Marketing: Fitness, Health and Lifestyle Formations
13. Staging Identity Through Consumption: Exploring the Social Uses of Sporting Goods
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Tags: Steven Jackson, Culture, Advertising
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