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| Acknowledgments | |
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| Semiotic Theory | |
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| The Science of Signs | |
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| The Semiotic Theories of Saussure and Peirce: An Overview | |
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| Some Contemporary Semiotic Theorists | |
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| Symbols | |
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| Denotation and Connotation | |
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| Metaphor and Metonymy | |
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| Language and Speech | |
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| Codes | |
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| Acura: An Example of Applied Semiotic Analysis | |
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| No Sign as a Sign | |
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| Signs within Signs | |
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| Signs That Lie | |
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| Consumer Cultures | |
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| Defining Consumer Cultures | |
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| The Sacred Origin of Consumer Cultures | |
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| Psychological Imperatives in Consumer Cultures | |
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| Marxist Theory and Consumer Cultures | |
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| Jean Baudrillard on Advertising and Consumer Cultures | |
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| Marketing Theory and Semiotics | |
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| Ernest Dichter and Motivation Research | |
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| Mary Douglas and Grid-Group Theory | |
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| New Strategist Publications | |
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| Claritas Explains That �Birds of a Feather Flock Together� | |
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| Complications for Marketers | |
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| Semiotics and Marketing Theory | |
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| Semiotic Applications | |
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| Brands and Identity: We Are Our Brands | |
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| Fashion and Identity | |
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| Semiotics and Brands | |
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| Style Choices and Identity | |
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| Hats | |
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| Hair | |
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| Folklore, Myths, and Hair | |
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| A Semiotic Approach to Hairstyles in the Eighties | |
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| Blondeness: The Importance of Hair Color | |
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| Designer Eyeglasses and Sunglasses | |
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| Teeth | |
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| Wristwatches | |
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| Facial Hair in Men | |
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| Fragrances | |
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| Brand Narcissism and L'Or�al Fragrances | |
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| Neckties | |
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| Shoes | |
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| Handbags and Messenger Bags | |
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| Brand Extensions and Lifestyle Signifiers | |
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| Style and the Postmodern Problematic | |
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| The Objects of Our Affection | |
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| Coffee | |
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| The Toaster | |
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| Swaddling Cloths | |
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| The �Evangelical� Hamburger | |
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| French-Fried Potatoes | |
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| Fountain Pens and Ink | |
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| Bikinis | |
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| Vodka | |
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| Beer | |
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| Veils | |
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| Cornflakes | |
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| White Bread | |
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| Bagels | |
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| Myst | |
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| Furniture | |
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| Teddy Bears | |
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| Soap Powders and Detergents | |
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| Vacuum Cleaners | |
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| Computers | |
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| Learning Games and Activities | |
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| Time Capsule | |
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| Visit America Brochure | |
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| Your Brands and What They Reveal | |
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| Socioeconomic Classes and Brands | |
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| Automobiles and Personality | |
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| Spending Spree | |
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| Insights and Interesting Ideas | |
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| Coda | |
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| The Origins of the Objects of Our Affection | |
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| The Complexity of Objects | |
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| People Watching and Artifact Analysis | |
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| The MP3 Shuffle and the Pastiche | |
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| The Semiotic Perspective and Being �Far Out� | |
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| Brands and the Self | |
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| Semiotics: It's Still With Me | |
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| Bibliography | |
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| Index | |