Titlebook: Brands and Cultural Analysis; Arthur Asa Berger Book 2019 The Editor(s) (if applicable) and The Author(s), under exclusive license to Spri

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https://doi.org/10.1007/1-4020-2107-0taphor to deal with the human psyche. I use Peirce’s trichotomy of different forms of signs—icon, index, symbol—to discuss logos and consider a number of iconic logos, such as the Michelin Man, Viking Cruises, and the Mercedes Benz three-pointed star. I conclude with a discussion of the use of logos by apps on our smartphones.

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Figs. 148 - 186, Tables 25 - 38,aders to use the product. The analysis deals with the difference between scientific thinking and magical thinking in the Hydracel advertisement. The chapter concludes with a discussion of the cultural significance of the language used in a Harley-Davidson description of itself on its Internet page.

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Book 2019lay in American society and consumer cultures, in general. The book uses a cultural studies approach and draws upon concepts and theories from semiotics, psychoanalytic theory, sociological theory, discourse theory, and other related fields.  It also quotes from a number of important thinkers whose

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of the foundational thinkers in Media and Cultural Studies iThis book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general. The book uses a cultural studie

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https://doi.org/10.1007/1-4020-2107-0y-Davidson slogans and the relationship of a Harley-Davidson slogan to American culture and history. I point out that a company’s slogan can connect with people at different levels and have multiple meanings, some of which function at a subliminal level.

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Figs. 148 - 186, Tables 25 - 38,th model” in which various aspects of myths, as they inform psychoanalytic theory, historical experience, elite culture, popular culture, and everyday life, are examined and applied to Harley-Davidson.

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Figs. 148 - 186, Tables 25 - 38, 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.

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