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Book Review Assignment Help on book “Nike Culture”
CRITICAL ANALYSIS
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CONTINUEDAdvertising is seen as the vehicle for articulation of sign value of the brand. It reflects that advertising campaigns of the company provide meaning and visibility to the brand image. It also joins the product meaning with the meanings that are evoked by the imagery. Association of Michael Jordan with Nike reflected the activity of joining images of Jordan with the meaning of the symbol-swoosh. In general, consumer ads drive the consumers into fantasies of individualism. However, ads soon become predictable and boring with every advertiser using the same formula of product being distinctive and carrying individuality. Nike ads built on the reputation through their willingness to take chances in ads and no fear of being controversial. Nike has benefitted itself from the globalization of the commodity culture and sports culture. The book provides a message to other sports organization that a global brand has to be marketed in a way that appeals to local tastes (Goldman and Papson, 1998).
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CONCLUSION
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