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

Share Proceeding

Featured papers

See More


Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More


N8. Effect of Awe on Collectable Consumer Experience

Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA

Read More


When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap

Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.