The Objects Of Affection

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. Review: 'Berger writes with wit...his account of semiotics and consumer culture is clear, concise, and enjoyable.' - Eileen Meehan, Professor of Radio and Television Studies, Southern Illinois University-Carbondale, USA