The Objects of Affection

"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

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He is the author or editor of more than sixty books, including Ads, Fads, and Consumer Culture; Shop 'Til You Drop and Agitpop: Political Culture and Communication Theory . Berger is a consulting editor for the journal Humor and is on the editorial committee for Semiotica.

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