The book explores the semiotic meanings behind everyday consumer objects and their perceived 'sacredness' within consumerist societies. Arthur Asa Berger employs semiotic theory to analyze and deconstruct consumer culture, revealing intriguing insights into how meaning is constructed and understood in relation to consumption.
By employing a cultural lens, the book delves into the impact of classical myths on various aspects of society, including psychoanalytic theory and both elite and popular culture. Berger analyzes a range of topics, from the Oedipus Myth to contemporary icons like James Bond and Star Wars, as well as traditional fairy tales, highlighting their relevance in everyday life and historical contexts.
