Berger Arthur Asa. The Objects of Affection: Semiotics and Consumer Culture

Palgrave Macmillan, 2010. — xiv, 198 p. — (Semiotics and Popular Culture). — ISBN: 978–0–230–10373–3.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.Semiotic Theory
The Science of Signs
The Semiotic Theories of Saussure and Peirce: An Overview
Some Contemporary Semiotic Theorists
Symbols
Denotation and Connotation
Metaphor and Metonymy
Language and Speech
Codes
Acura: An Example of Applied Semiotic Analysis
No Sign as a Sign
Signs within Signs
Signs That Lie
Consumer Cultures
Defining Consumer Cultures
The Sacred Origin of Consumer Cultures
Psychological Imperatives in Consumer Cultures
Marxist Theory and Consumer Cultures
Jean Baudrillard on Advertising and
Consumer Cultures
Marketing Theory and Semiotics
Ernest Dichter and Motivation Research
Mary Douglas and Grid-Group Theory
New Strategist Publications
Claritas Explains That “Birds of a Feather Flock Together”
Complications for Marketers
Semiotics and Marketing Theory
Semiotic Applications
Brands and Identity: We Are Our Brands
Fashion and Identity
Semiotics and Brands
Style Choices and Identity
Hats
Hair
Folklore, Myths, and Hair
A Semiotic Approach to Hairstyles in the Eighties
Blondeness: The Importance of Hair Color
Designer Eyeglasses and Sunglasses
Teeth
Wristwatches
Facial Hair in Men
Fragrances
Brand Narcissism and L’Oréal Fragrances
Neckties
Shoes
Handbags and Messenger Bags
Brand Extensions and Lifestyle Signifiers
Style and the Postmodern Problematic
The Objects of Our Affection
Coffee
The Toaster
Swaddling Cloths
The “Evangelical” Hamburger
French-Fried Potatoes
Fountain Pens and Ink
Bikinis
Vodka
Beer
Veils
Cornflakes
White Bread
Bagels
Myst
Furniture
Teddy Bears
Soap Powders and Detergents
Vacuum Cleaners
Computers
Learning Games and Activities
Time Capsule
Visit America Brochure
Your Brands and What They Reveal
Socioeconomic Classes and Brands
Automobiles and Personality
Spending Spree
Insights and Interesting Ideas
Coda
The Origins of the Objects of Our Affection
The Complexity of Objects
People Watching and Artifact Analysis
The MP3 Shuffle and the Pastiche
The Semiotic Perspective and Being “Far Out”
Brands and the Self
Semiotics: It’s Still With Me