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.
Ahmad, S. (1998, March 9). Teens give boot to Nike. U.S. News & World Report, p. 52.
2.
Armstrong, G., & Kotler, P. (2000). Marketing: An introduction. New Jersey: Prentice Hall.
3.
Bell, A. (1984). Language style as audience design. Language in Society, 13, 145-204.
4.
Bernstein, B. (1970). Social class, language and socialization. In P.P. Giglioli (Ed.). Language and social context (pp. 157-78). London: Penguin.
5.
Bilbow, G.T., & Yeung, S. (1998). Learning the pragmatics of "successful" impression management in cross-cultural interviews. Pragmatics, 8, 405-17.
6.
Brown, G., & Yule, G. (1983). Discourse analysis. London : Cambridge University Press.
7.
Cheney, G., & Christensen, L.T. (2001). Organizational identity: Linkages between internal and external communication. In F. M. Jablin, & L. L. Putnam (Eds.). The new handbook of organizational communication (pp. 231-69). Thousand Oaks, CA.: Sage.
8.
Chiat/Day Advertisement Agency & Weiden/Kennedy Advertisement Agency (1982-97). Selected Nike television commercials. New York City: Museum of Television and Radio.
9.
Coulthard, M., & Ashby, M.C. (1975). Talking with the doctor. Journal of Communication, 25, 240-7.
10.
Egan, T. (1998, September 13). The swoon of the swoosh. The New York Times, pp. 66-70.
11.
Feitelberg, R., & Freedman, A. (1997, October 23). Anti-sweatshop Nike: Just do it. Women's Wear Daily, p. 10.
12.
Grice, P. (1975). Logic and conversation. In P. Cole, & J. Morgan (Eds.). Syntax and semantics: Speech acts, 3 (pp. 41-58). New York: Academic Press.
13.
Griffin, E. (2000). A first look at communication. New York: McGraw-Hill.
14.
Heath, S.B. (1998). Teacher talk: Language in the classroom. In D. D. Oaks (Ed.). Linguistics at work (pp. 335-59). Fort Worth: Harcourt Brace.
15.
Holstein, W.J. (1998, March 30). From Swoosh to Clank. U.S. News & World Report, p. 42.
16.
Hymes, D. (1974). Foundations of sociolinguistics. Philadelphia: University of Pennsylvania Press.
17.
Johnson-Laird, P.N. (1983 ). Mental models. London: Cambridge University Press.
18.
Kahane, H. (1992). Logic and contemporary rhetoric. Belmont, CA: Wadsworth.
19.
Labov, W. (1998). The judicial testing of linguistic theory. In D. D. Oaks (Ed.). Linguistics at work (pp. 41-64). Fort Worth: Harcourt Brace.
20.
Magnet, M. (1982, November 1). Nike starts the second mile. Fortune, pp. 158-66.
21.
Nike community investment (1998). Beaverton, OR: Nike, Inc., Global Community Affairs.
