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Table of contents (7 chapters)
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Front Matter
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Semiotic Theory
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Front Matter
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Semiotic Applications
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Front Matter
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Back Matter
Keywords
About this book
Reviews
"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
About the author
Bibliographic Information
Book Title: The Objects of Affection
Book Subtitle: Semiotics and Consumer Culture
Authors: Arthur Asa Berger
Series Title: Semiotics and Popular Culture
DOI: https://doi.org/10.1057/9780230109902
Publisher: Palgrave Macmillan New York
eBook Packages: Palgrave Media & Culture Collection, Literature, Cultural and Media Studies (R0)
Copyright Information: Arthur Asa Berger 2010
Hardcover ISBN: 978-0-230-10372-6Published: 18 August 2010
Softcover ISBN: 978-0-230-10373-3Published: 18 August 2010
eBook ISBN: 978-0-230-10990-2Published: 19 July 2010
Edition Number: 1
Number of Pages: XIII, 198
Number of Illustrations: 9 b/w illustrations
Topics: Screen Studies, Media Studies, Regional and Cultural Studies, Literary Theory, Semiotics