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Business Communication Quarterly, Vol. 66, No. 3, 52-65 (2003)
DOI: 10.1177/108056990306600306

From Swoosh to Swoon: Linguistic Analysis of Nike's Changing Image

Leslie A. Levin

Marymount Manhattan College, New York

Susan J. Behrens

Marymount Manhattan College, New York

Our research models one way in which linguistic theory can be applied to the study of business communication. Specifically, we use linguistic theory to analyze how Nike's image is created through internal and external forms of communication. We find a parallel use of positive images in communication created by both Nike and the media from the early 1980s to the late 1990s and a divergence of images when Nike is accused of labor violations. Introducing language analysis challenges busi ness students to assess carefully the structure of business communication in order to evaluate the reality behind the image.

Key Words: Corporate image • Nike • public relations • media coverage • dis course analysis • sociolinguistics • speech act


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