Tools
Tools
MacRury, I., 2009. Branding the Games: Commercialism and the Olympic City. In: Poynter, G. and MacRury, Iain, eds. Olympic Cities: 2012 and the Remaking of London. London: Ashgate Publishing, 43 - 72 .
This is the latest version of this eprint.
Full text available as:
![[img]](/style/images/fileicons/application_pdf.png)
|
PDF (Published pdf supplied by Publisher)
Branding the games.pdf - Published Version 180kB | |
|
Copyright to original material in this document is with the original owner(s). Access to this content through BURO is granted on condition that you use it only for research, scholarly or other non-commercial purposes. If you wish to use it for any other purposes, you must contact BU via BURO@bournemouth.ac.uk. Any third party copyright material in this document remains the property of its respective owner(s). BU grants no licence for further use of that third party material. |
Official URL: http://www.ashgate.com/pdf/SamplePages/Olympic_Cit...
Abstract
This chapter examines the role of branding and sponsorship in the Olympic games - with particular reference to the urban. The chapter identifies tensions between Olympic values, branding activities and a projected legacy. The chapter offers a social-theoretical account of the Olympic brand to analyisis on :London2012. It is a contributiuon to wider analysis in a book drawing upon historical, cultural, economic and socio-demographic perspectives. Olympic Cities examines the role of London hosting the 2012 Olympic and Paralympic Games as a means to promote urban regeneration and social renewal in East London.
| Item Type: | Book Section |
|---|---|
| ISBN: | 0754671003 |
| Series Name: | Built Environment |
| Uncontrolled Keywords: | Political Science ; Branding ; Olympics ; Cities ; London 2012 |
| Group: | Faculty of Media & Communication |
| ID Code: | 21192 |
| Deposited By: | Unnamed user with email symplectic@symplectic |
| Deposited On: | 06 May 2014 13:26 |
| Last Modified: | 06 May 2014 13:26 |
Available Versions of this Item
-
Branding the Games: Commercialism and the Olympic City. (deposited 05 May 2014 18:40)
- Branding the Games: Commercialism and the Olympic City. (deposited 06 May 2014 13:26) [Currently Displayed]
Downloads
Downloads per month over past year
| Repository Staff Only - |