Nike’S Revolution and Intentionality

We develop a literary theory review of Nike’s controversial licensing of the Beatles’ Revolution in order to investigate how multiple inferred intentionalities drive and problematise how advertisements function. Exploring the socio-historical context through which Revolution was composed, we explore the subsequent controversy which surrounded the seminal Nike advertisement as evidenced through historical data. In so doing, we reveal an ambiguous myriad of fascinating and unexpected inters-sections between art and commerce, theory and practice, revolution and conservatism and we contribute to our understanding of how advertising functions.


Linda Scott and Alan Bradshaw (2007) ,"Nike’S Revolution and Intentionality", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 431-435.


Linda Scott, University of Oxford, UK
Alan Bradshaw, University of Exeter, UK


E - European Advances in Consumer Research Volume 8 | 2007

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