CONTENTS

Title Page

Preface to the Fifteenth Impression

Foreword

Introduction: ‘Meaning and Ideology’

 

PART ONE ‘Advertising-Work’

Chapter One A Currency of Signs

a. Differentiation

b. The Finished Connection: An ‘Objective Correlative’

c. Product as Signified

d. Product as Signifier

e. Product as Generator

f. Product as Currency

 

Chapter Two Signs Address Somebody

a. Currency Requires a Subject to Make an Exchange

b. ‘Totemism’: Subject as Signified

c. Appellation and Individualism: Individuals Constituted as Subjects

d. Divisions

e. Advertising and the ‘Mirror-Phase’

f. The Created Self

 

Chapter Three Signs for Deciphering: Hermeneutics

a. Absence

b. Language

c. Calligraphy

 

PART TWO ‘Ideological Castles’: Referent Systems

Chapter Four ‘Cooking’ Nature

a. ‘The Raw and the Cooked’: Representations of Transformation

b. Science

c. ‘Cooked’ Sex: ‘Civilisation and Its Discontents’

 

Chapter Five Back to Nature

a. ‘The Natural’

b. Surrealism

c. The Ideology of the Natural

 

Chapter Six Magic

a. Alchemy

b. Spells

c. The Genie in the Lamp and the World in the Bottle

d. The Crystal Ball/Magic Circle

 

Chapter Seven Time: Narrative and History

a. Time Past: Memory

b. Time Future: Desire

c. History

 

Chapter Eight Conclusions  

 

Select Bibliography

Acknowledgments

Copyright