The Objects of affection : semiotics and consumer culture. / Arthur Asa Berger

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 bookintroduces semiotic theory and its key theorists and practitioners. The second part applies semiotic theory to interpret advertising, marketing, and branding.Withlevity and precision, Berger leads students to think critically about our lives and the menu of lifestyles promoted by corporations that profit from branded consumption.