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- Title
LA CONSTRUCCIÓN RETÓRICA DEL SWOOSH DE NIKE.
- Authors
Llorente Barroso, Carmen; García García, Francisco
- Abstract
Since the birth of the brands, corporate symbology associated with them has become an essential way to transmit its essence. These visual signs, popular known as logos, are created according to rhetorical process. Their design is based on basic rhetorical strategies that are developed by classic authors in order to convince audiences and to convince them of the benefits of a brand. Thus, rhetoric emerges in the similar meaning that had originally, to create attractive discourses which persuade audiences. With the special features that the new audience (target) implies, the main objective of this research is to verify the rhetorical construction of Nike logo, using as an analysis model the classical process of creating discourse. The results indicate that Nike swoosh is the renewed victory discourse, more closely linked to the business objectives of the sports brand than the Greek goddess, of whom it inherited the name.
- Publication
Revista Prisma Social, 2015, Issue 14, p470
- ISSN
1989-3469
- Publication type
Article