• Arthur Asa Berger


This chapter acts as a summary of some of the main topics discussed in the book. I offer a brief primer on semiotics, which is useful in analyzing logos, icons, and other phenomena associated with brands since semiotics explains how we find meaning in words, symbols, and images. I also discuss group theory and its notion that there are four lifestyles in the United States which are all in conflict with one another. This is followed by a discussion of postmodern theory and its relevance to consumer culture and an overview of the contents of some of the chapters.


Semiotics Brands Group theory Postmodernism 

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© The Author(s) 2019

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.Department of Broadcast and Electronic Communication ArtsSan Francisco State UniversitySan FranciscoUSA

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