The Objects of Affection: Semiotics and Consumer Culture (Semiotics and Popular Culture)

In this book, preeminent semiotician Arthur Asa Berger decodes the meanings of common objects of consumption and their perceived “sacredness” in consumerist cultures. Using semiotic theory, consumer culture is dissected in new and fascinating ways. The first part of the book introduces semiotic theory and its key theorists and practitioners. The second part applies semiotic theory to interpret advertising, marketing, and branding. With levity and precision, Berger leads students to think critically about our lives and the menu of lifestyles promoted by corporations that profit from branded consumption. A Fascinating Investigation That Explains Semiotics, The Science Of Signs, And Shows How It Can Help Us Understand The Way Marketing And Advertising Shape Our Behavior As Consumers And The Way We Use Brands To Help Create Our Public Identities. Semiotics Deals With The Messages We Are Always Sending About Ourselves By The Clothes We Wear, Our Facial Expressions, Our Body Language, And The Objects We Purchase. It Also Helps Us Learn How To Interpret The Messages That Others Are Always Sending To Us. The Book Also Analyzes A Number Of The Objects Of Our Affection Such As Toasters, Teddy Bears, Hamburgers And Computers. In The Appendix, There Are A Number Of Learning Games And Activities That Involve Using Semiotics To Better Understand Consumer Culture--provided By Publisher. Arthur Asa Berger. Includes Bibliographical References And Index. In this book, pre-eminent semiotician Arthur Asa Berger decodes the meanings of common objects of consumption and their perceived 'sacredness' in consumerist cultures. Using semiotic theory, consumer culture is dissected in new and fascinating ways. In this book, pre-eminent semiotician Arthur Asa Berger decodes the meanings of common objects of consumption and their perceived 'sacredness' in consumerist cultures. Using semiotic theory, consumer culture is dissected in new and fascinating ways Front Matter....Pages i-xiii Front Matter....Pages 1-1 The Science of Signs....Pages 3-31 Consumer Cultures....Pages 33-54 Marketing Theory and Semiotics....Pages 55-71 Front Matter....Pages 73-73 Brands and Identity: We Are Our Brands....Pages 75-114 The Objects of Our Affection....Pages 115-167 Learning Games and Activities....Pages 169-174 Coda....Pages 175-184 Back Matter....Pages 185-198 In this text, preeminent semiotician Arthur Asa Berger decodes the meanings of common objects of consumption and their perceived 'sacredness' in consumerist cultures. Using semiotic theory, consumer culture is dissected in new and fascinating ways