The Objects of Affection Semiotics and Consumer Culture

by Berger, Arthur Asa

• ISBN13: 9780230103733
• ISBN10: 0230103731
• Format: Paperback
• Copyright: 2010-07-15
• Publisher: Palgrave Macmillan

Summary

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.

Author Biography

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University. He is the author or editor of more than sixty books, including Ads, Fads and Consumer Culture; Shop ‘Til You Drop; and Agitpop: Political Culture and Communication Theory. 

Table of Contents

Acknowledgments	p. xi
Semiotic Theory
The Science of Signs	p. 3
The Semiotic Theories of Saussure and Peirce: An Overview	p. 5
Some Contemporary Semiotic Theorists	p. 11
Symbols	p. 14
Denotation and Connotation	p. 15
Metaphor and Metonymy	p. 16
Language and Speech	p. 20
Codes	p. 23
Acura: An Example of Applied Semiotic Analysis	p. 27
No Sign as a Sign	p. 28
Signs within Signs	p. 29
Signs That Lie	p. 29
Consumer Cultures	p. 33
Defining Consumer Cultures	p. 34
The Sacred Origin of Consumer Cultures	p. 36
Psychological Imperatives in Consumer Cultures	p. 40
Marxist Theory and Consumer Cultures	p. 42
Jean Baudrillard on Advertising and Consumer Cultures	p. 46
Marketing Theory and Semiotics	p. 55
Ernest Dichter and Motivation Research	p. 56
Mary Douglas and Grid-Group Theory	p. 58
New Strategist Publications	p. 61
Claritas Explains That ôBirds of a Feather Flock Togetherö	p. 62
Complications for Marketers	p. 68
Semiotics and Marketing Theory	p. 69
Semiotic Applications
Brands and Identity: We Are Our Brands	p. 75
Fashion and Identity	p. 76
Semiotics and Brands	p. 78
Style Choices and Identity	p. 81
Hats	p. 81
Hair	p. 84
Folklore, Myths, and Hair	p. 85
A Semiotic Approach to Hairstyles in the Eighties	p. 86
Blondeness: The Importance of Hair Color	p. 87
Designer Eyeglasses and Sunglasses	p. 88
Teeth	p. 90
Wristwatches	p. 92
Facial Hair in Men	p. 95
Fragrances	p. 97
Brand Narcissism and L'Oréal Fragrances	p. 98
Neckties	p. 101
Shoes	p. 104
Handbags and Messenger Bags	p. 107
Brand Extensions and Lifestyle Signifiers	p. 110
Style and the Postmodern Problematic	p. 112
The Objects of Our Affection	p. 115
Coffee	p. 117
The Toaster	p. 122
Swaddling Cloths	p. 126
The ôEvangelicalö Hamburger	p. 129
French-Fried Potatoes	p. 131
Fountain Pens and Ink	p. 134
Bikinis	p. 136
Vodka	p. 138
Beer	p. 141
Veils	p. 143
Cornflakes	p. 145
White Bread	p. 148
Bagels	p. 151
Myst	p. 153
Furniture	p. 156
Teddy Bears	p. 158
Soap Powders and Detergents	p. 160
Vacuum Cleaners	p. 162
Computers	p. 164
Learning Games and Activities	p. 169
Time Capsule	p. 169
Visit America Brochure	p. 170
Your Brands and What They Reveal	p. 171
Socioeconomic Classes and Brands	p. 172
Automobiles and Personality	p. 173
Spending Spree	p. 173
Insights and Interesting Ideas	p. 174
Coda	p. 175
The Origins of the Objects of Our Affection	p. 175
The Complexity of Objects	p. 177
People Watching and Artifact Analysis	p. 178
The MP3 Shuffle and the Pastiche	p. 180
The Semiotic Perspective and Being ôFar Outö	p. 181
Brands and the Self	p. 182
Semiotics: It's Still With Me	p. 183
Bibliography	p. 185
Index	p. 191
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