Chapter
4.2. The critique and defense concerning the appeal to managerial relevance
pp.：
55 – 65
4.1. The critique and defense concerning the scientific status of interpretive semiology
pp.：
55 – 55
Chapter II Semiotics and popular culture
pp.：
72 – 73
2. The ideology of consumption
pp.：
73 – 74
1. Introduction
pp.：
73 – 73
2.2 “Dallas” and “Dynasty”
pp.：
74 – 75
2.1. Preview
pp.：
74 – 74
2.3. Sacredness and secularity in motion pictures
pp.：
75 – 97
3. Motion picture mythology
pp.：
97 – 131
3.1. Introduction
pp.：
131 – 132
3.2. What is a myth?
pp.：
132 – 133
3.3. Analyzing myths
pp.：
133 – 134
3.4. Classifying archetypes
pp.：
134 – 134
3.5. The structure of myths
pp.：
134 – 135
3.6. Motion pictures as myths
pp.：
135 – 136
3.7. Discussion
pp.：
136 – 159
Chapter III Romanticism and sentimentality in consumer behavior: A literary approach to the joys and sorrows of consumption
pp.：
159 – 163
1. Introduction
pp.：
163 – 163
2. Romanticism
pp.：
163 – 165
2.3. The quest
pp.：
165 – 167
2.2. The Wordsworthian vision
pp.：
165 – 165
2.1. The romantic ethos
pp.：
165 – 165
2.4. A universal impulse
pp.：
167 – 168
2.5. Preview
pp.：
168 – 169
3. The joys and sorrows of consumption
pp.：
169 – 170
3.2. Aeneas and the tragic Queen Dido: From romanticism to sentimentality
pp.：
170 – 181
3.1. Odysseus comes home
pp.：
170 – 170
3.3. The age of sentiment
pp.：
181 – 190
3.4. From Marlowe to Goethe: Faust gets saved
pp.：
190 – 210
3.5. Bloom as Ulysses: Odysseus returns
pp.：
210 – 223
4. Epilogue
pp.：
223 – 237
Chapter IV Seven routes to facilitating the semiotic interpretation of consumption symbolism and marketing imagery in works of art
pp.：
237 – 241
1. Introduction
pp.：
241 – 241
2. Prospects and problems, dangers and difficulties
pp.：
241 – 242
3. Seven routes to interpretation
pp.：
242 – 247
4. Conclusion
pp.：
247 – 253
Appendices
pp.：
253 – 255
1. Appendix 1: Women of Manhattan
pp.：
255 – 255
2. Appendix 2: Beverly Hills cop
pp.：
255 – 258
3. Appendix 3: Tin men and the marketing concept
pp.：
258 – 266
4. Appendix 4: Gremlins as metaphors for materialism
pp.：
266 – 277
5A. Appendix 5A: Coastal disturbances (coauthored with Stephen Bell and Mark W. Grayson)
pp.：
277 – 289
5B. Appendix 5B: Sacred and secular consumption imagery in A Christmas carol
pp.：
289 – 298
6. Appendix 6: Automotive signs in Two for the road
pp.：
298 – 308
7. Appendix 7: Major and minor uses of symbolic consumer behavior to develop plot and character in Out of Africa (coauthored with Mark W. Grayson)
pp.：
308 – 322
References
pp.：
322 – 335
The Semiotics of Consumption
：Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art
( Approaches to Semiotics AS )
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