TY  - BOOK
AU  - Jackson,Steven J.
AU  - Andrews,David L.
TI  - Sport, culture and advertising: identities, commodities and the politics of representation 
SN  - 041533991X
AV  - GV706.5 .S697 2004
U1  - 306.483 22
PY  - 2005///
CY  - New York
PB  - Routledge
KW  - Sports
KW  - Social aspects
KW  - Advertising
N1  - Includes bibliographical references and index; Introduction : the contemporary landscape of sport advertising; Steven J. Jackson, David L. Andrews and Jay Scherer --; 1; Model behavior? : sporting feminism and consumer culture; Mary G. McDonald --; 2; "Knowing" the hero : the female athlete and myth at work in Nike advertising; Debra A. Capon and Michelle T. Helstein --; 3; Women's sports in Nike's America : body politics and the corporo-empowerment of "everyday athletes"; Michael D. Giardina and Jennifer L. Metz --; 4; Enlightened racism and celebrity feminism in contemporary sports advertising discourse; Jim McKay --; 5; Race, representation, and the promotional culture of the NBA : the Canadian case; Brian Wilson --; 6; Sport, sexuality and representation in advertising : the political economy of the pink dollar; Robyn Jones and Roger LeBlanc --; 7; Fitting images : advertising, sport and disability; Margaret Duncan and Alan Aycock --; 8; Close encounters of another kind : nationalism, media representations and advertising in New Zealand rugby; Nick Perry --; 9; Global gaming : cultural Toyotism, transnational corporatism and sport; David L. Andrews and Michael Silk --; 10; "I'm afraid of Americans"? : New Zealand's cultural resistance to violence in "globally" produced sports advertising; Andrew Grainger and Steven Jackson --; 11; Cursed or carefree? : menstrual product advertising and the sportswoman; Annemarie Jutel --; 12; Generational marketing : fitness, health and lifestyle formations; Jeremy W. Howell --; 13; Staging identity through consumption : exploring the social uses of sporting goods; Fabien Ohl
N2  - "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."--BOOK JACKET
ER  -