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This essay provides an in-depth examination of a contextually-specific case study of advertising agency Saatchi & Saatchi's production of a recent television commercial for adidas's sponsorship of New Zealand's iconic rugby team, the All Blacks. Through interviews with representatives from adidas, the New Zealand Rugby Union, and Saatchi & Saatchi, and analyses of industry documents, the commercial is located within a range of interrelated cultural, economic, technological and institutional conditions of production. The analysis reveals the complexity of the processes and practices through which the commercial was encoded with dominant cultural meanings and representations employed to communicate a complex televisual discourse of corporate nationalism and spectacle at the global-local nexus.
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Scherer et al. (2007) studied this question.
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