Identity and the Relevance of Market, Personal, and Community Objects

Chapters in this book

1. Frontmatter i
2. Contents v
3. Preface ix
4. Marketing and Semiotics: Defining the Scope of Their Partnership
5. Semiotics of Person and Nation Marketing 3
6. Semiotician Ordinaire 13
7. Messages in the Marketplace 21
8. From Money to Dream: A Return Ticket 31
9. A Semiotic Approach to Product Conceptualization and Design
10. Semiotic Marketing and Product Conceptualization 41
11. A Semiotic Approach to the Design Process 57
12. Consumer Esthetics
13. The Study of Signs in Consumer Esthetics: An Egocentric Review 73
14. SYMPRAXIS–Semiotics, Aesthetics, and Consumer Participation 123
15. Signs of Consumer Identity
16. Identity and the Relevance of Market, Personal, and Community Objects 151
17. Writing with Flesh: A Semiotic Interpretation of Research Findings on Body Image Attitudes and Behaviors in the U.S. 165
18. Symbolic Consumption
19. The Forest or the Trees?: A Gestalt Approach to Symbolic Consumption 189
20. Combining Products in Use: How the Syntax of Product Use Affects Marketing Decisions 219
21. Modern Hex Signs and Symbols of Security 239
22. Decoding Advertisements
23. Toward a Semiotic of Advertising Story Grammars 249
24. Advertising: The Frame Message 279
25. Rhetorical Figures in the Advertising Image 295
26. The Structure is the Message–The Case of Advertising 319
27. Movies, Television, and Live Performance
28. Movies as Myths: An Interpretation of Motion Picture Mythology 335
29. The Semiotics of Possessions and Commercial Communication 375
30. The Marketing of Performance 391
31. Corporate Imagery and Communication
32. Mythology in Organizations and Marketing 409
33. Theater in Japanese-American Negotiations 421
34. The Cultural Context of Advertising
35. Advertising as a Cultural System 441
36. The Measurement of Meaning: Sherlock Holmes in Pursuit of the Marlboro Man 463
37. Homo Coca-Colens: From Marketing to Semiotics and Politics 485
38. The Semiotic Diagnosis of Marketing Culture 497
39. Advertising and Gender
40. ‘Sex Sells’: Comment on Gender Images and Myth in Advertising 521
41. Advertising Manipulates Women’s Lib 533
42. Contributors 543
43. Index of Subjects 549