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Author Berger, Arthur Asa, 1933-

Title The objects of affection : semiotics and consumer culture / Arthur Asa Berger

Publ Info New York : Palgrave Macmillan, 2010
Edition First edition
 PC  P99.4.S62 B47 2010    AVAILABLE
 RWU Main Library  P99.4.S62 B47 2010    AVAILABLE
Descript xiii, 198 pages : illustrations ; 21 cm
text rdacontent
unmediated rdamedia
volume rdacarrier
Series Semiotics and popular culture
Note Includes bibliographical references (p. [185]-190) and index
"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
LC subject Semiotics -- Social aspects
Semiotics -- Psychological aspects
Consumer behavior
Material culture
Object (Aesthetics)
Culture -- Semiotic models
Language and culture
ISBN 9780230103726 (hardback)
0230103723 (hardback)