Sport, Advertising and Global Promotional Culture

This book addresses the unique and mutually influential relationship between sport, culture and advertising. It argues that under the current paradigm of capitalism we are being transformed to think, act and live as consumers rather than as citizens. Consequently, we are engaged in an unsustainable pursuit of happiness through consumption which is not only changing our sense of identity but is impacting on our very existence. Real case studies are used to illustrate how corporations and advertising agencies are now excavating culture to find new, sacred and often shocking themes in order to attract our attention amidst the noise and imagery that clutters our cultural and sporting landscapes.

Aceasta carte abordeaza relatia unica si care se influenteaza reciproc intre sport, cultura si publicitate. Acesta sustine ca, sub actuala paradigma a capitalismului, suntem transformati pentru a gandi, a actiona si a trai mai degraba ca consumatori decat ca cetateni.