Frontmatter -- Contents -- Preface -- Marketing and Semiotics: Defining the Scope of Their Partnership -- Semiotics of Person and Nation Marketing -- Semiotician Ordinaire -- Messages in the Marketplace -- From Money to Dream: A Return Ticket -- A Semiotic Approach to Product Conceptualization and Design -- Semiotic Marketing and Product Conceptualization -- A Semiotic Approach to the Design Process -- Consumer Esthetics -- The Study of Signs in Consumer Esthetics: An Egocentric Review -- SYMPRAXIS-Semiotics, Aesthetics, and Consumer Participation -- Signs of Consumer Identity -- Identity and the Relevance of Market, Personal, and Community Objects -- Writing with Flesh: A Semiotic Interpretation of Research Findings on Body Image Attitudes and Behaviors in the U.S. -- Symbolic Consumption -- The Forest or the Trees?: A Gestalt Approach to Symbolic Consumption -- Combining Products in Use: How the Syntax of Product Use Affects Marketing Decisions -- Modern Hex Signs and Symbols of Security -- Decoding Advertisements -- Toward a Semiotic of Advertising Story Grammars -- Advertising: The Frame Message -- Rhetorical Figures in the Advertising Image -- The Structure is the Message-The Case of Advertising -- Movies, Television, and Live Performance -- Movies as Myths: An Interpretation of Motion Picture Mythology -- The Semiotics of Possessions and Commercial Communication -- The Marketing of Performance -- Corporate Imagery and Communication -- Mythology in Organizations and Marketing -- Theater in Japanese-American Negotiations -- The Cultural Context of Advertising -- Advertising as a Cultural System -- The Measurement of Meaning: Sherlock Holmes in Pursuit of the Marlboro Man -- Homo Coca-Colens: From Marketing to Semiotics and Politics -- The Semiotic Diagnosis of Marketing Culture -- Advertising and Gender -- 'Sex Sells': Comment on Gender Images and Myth in Advertising -- Advertising Manipulates Women's Lib -- Contributors -- Index of Subjects