---

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. With levity and precision, Berger leads the reader to think critically about our lives and the menu of lifestyles promoted by corporations that profit from branded consumption

---

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.

---

PART I: SEMIOTIC THEORY Theories of Consumer Cultures Marketing Theory and Semiotics PART II: SEMIOTIC APPLICATIONS Brands and Identity: We are our Brands The Objects of our Affection: Selected Case Studies Appendix: Learning Games and Activities

---

"This seductively simple yet erudite introduction to semiotics examines the psychological, religious, and cultural roots of consumer culture and the objects individuals buy and brand themselves with...Rich food for thought and intellectual engagement." - CHOICE "Books with true insight into consumer motivations are exceedingly rare. Arthur Berger´s The Objects of Affection is one such book. From neckties to shampoo, he outlines with great precision the associations that drive desire across a broad swathe of product categories. Even more fundamentally, he weaves in the importance of cultural truths, evolving yet enduring insights into an individual´s relationship with his society, that too many marketers ignore in their quest for global mass appeal. Berger´s book, erudite and witty, is a rallying cry to embrace consumers´ deeper motivations as the key to enduring profit and resonance in consumers´ lives." - Tom Doctoroff, Greater China CEO for JWT and author of Billions: Selling to the NewChinese Consumer "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 "Berger s scholarly yet impish wit shines through in this brilliant adventure into the exotica of the everyday, a book brimming with astonishing insights into the imaginary souls of the stuff around us. Watch out for that innocent-looking toaster over there - he may be signifying something!" - Greg Rowland, founder of Greg Rowland Semiotics

---