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Summary of "Swoosh"

The article Swoosh, which is written by Read Mercer Schuchardt, is the sound of Nike’s symbol. This article is all about symbols that mean a lot to us. In every culture, symbols are used frequently. Nike Swoosh, for example, is the most successful case. When Swoosh first came out, it was come up with the word of Nike, and the sign of Swoosh was drawn by a design student and cost $35 US. Gradually, Phil Knight, the CEO of Nike, decided to remove the word of Nike. The funny thing is people in the world could easily recognize the Swoosh is a symbol of Nike. What the author says is that not only can an icon represent a symbol of something, but also can it be the meaning, sound, movement, and name of the represented thing. Nowadays, our world is descending back to using symbols. Our languages are being replaced by symbols. In this globalizing world, businesses would be better to teach people a symbol other than to teach a new language, English, of their product name to non-English speakers. The case is that there were few companies, e.g. Mercedes-Benz, started fallowing Nike’s method. They tried to use text-less symbol for their products, and seemed successful. Therefore, people should not underestimate the power of symbols. If sport is the religion of the modern age, then Nike has become the official church. By the time, Swoosh become a true religious icon. People all believe in Nike would not actually wear a cloth of Nike, but something with the Swoosh.