Includes bibliographical references (pages 185-190) and index.

Part I. Semiotic theory : The science of signs : The semiotic theories of Saussure and Peirce: an overview ; Some contemporary semiotic theorists ; Symbols ; Denotation and connotation ; Metaphor and metonymy ; Language and speech ; Codes ; Acura: an example of applied semiotic analysis ; No sign as a sign ; Sings within signs ; Signs that lie -- Consumer cultures : Defining consumer cultures ; The sacred origin of consumer cultures ; Psychological imperatives in consumer cultures ; Marxist theory and consumer cultures ; Jean Baudrillard on advertising and consumer cultures -- Marketing theory and semiotics : Ernest Dichter and motivation research ; Mary Douglas and grid-group theory ; New strategist publications ; Claritas explains that "birds of a feather flock together" ; Complications for marketers ; Semiotics and marketing theory -- Part II Semiotic applications : Brands and identity: we are our brands : Fashion and identity ; Semiotics and brands ; Style choices and identity ; Hats ; Hair: Folklore, myths, and hair; A semiotic approach to hairstyles in the eighties; Blondness: the importance of hair color ; Designer eyeglasses and sunglasses ; Teeth ; Wristwatches ; Facial hair in men ; Fragrances: Brand narcissism and L'Oréal fragrances ; Neckties ; Shoes ; Handbags and messenger bags ; Brand extensions and lifestyle signifiers ; Style and the postmodern problematic -- The objects of affection : Coffee ; The toaster ; Swaddling cloths ; The "evangelical" hamburger ; French fried potatoes ; Fountain pens and ink ; Bikinis ; Vodka ; Beer ; Veils ; Cornflakes ; White bread ; Bagels ; Myst ; Furniture ; Teddy bears ; Soap powders and detergents ; Vacuum cleaners ; Computers -- Learning games and activities : Time capsule ; Visit America brochure ; Your brands and what they reveal ; Socioeconomic classes and brands ; Automobiles and personality ; Spending spree ; Insights and interesting ideas -- Coda : The origins of the objects of our affection ; The complexity of objects ; People watching and artifact analysis ; The MP3 shuffle and the pastiche ; The semiotic perspective and being "far out" ; Brands and the self ; Semiotics: it's still with me.

"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.