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

Book Cover......Page 1
Title......Page 4
Contents......Page 5
Notes on contributors......Page 8
Preface......Page 11
Acknowledgements......Page 13
Introduction: the contemporary landscape of sport advertising......Page 14
Model behavior? Sporting feminism and consumer culture......Page 37
"Knowing" the hero: the female athlete and myth at work in Nike advertising......Page 52
Women's sports in Nike's America: body politics and the corporo-empowerment of "everyday athletes"......Page 72
Enlightened racism and celebrity feminism in contemporary sports advertising discourse......Page 94
Race, representation, and the promotional culture of the NBA: the Canadian case......Page 113
Sport, sexuality and representation in advertising: the political economy of the pink dollar......Page 132
Fitting images: advertising, sport and disability......Page 149
Close encounters of another kind: nationalism, media representations and advertising in New Zealand rugby......Page 167
Global gaming: cultural Toyotism, transnational corporatism and sport......Page 185
"I'm afraid of Americans"? New Zealand's cultural resistance to violence in "globally" produced sports advertising......Page 205
Cursed or carefree? Menstrual product advertising and the sportswoman......Page 226
Generational marketing: fitness, health and lifestyle formations......Page 240
Staging identity through consumption: exploring the social uses of sporting goods......Page 254
Notes......Page 276
Index......Page 282