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Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- Acknowledgments -- Preface -- 1. Mirrors on Mirth: Making Sense of Humor -- 2. The Messages of Mirth: Humor and Communication Theory -- 3. The Problem of Laughter: Philosophical Approaches to Humor -- 4. The Rhetoric of Laughter: The Techniques Used in Humor -- 5. The Structure of Laughter: Semiotics and Humor -- 6. From Carnival to Comedy: Literary Theory and Humor -- 7. The Functions of Laughter: Sociological Aspects of Humor -- 8. The Politics of Laughter: A Cultural Theory of Humor Preferences -- 9. On Mind and Mirth: Psychology and Humor -- 10. Seeing Laughter: "Visual Aspects of Humor -- 11. After the Laughter: A Concluding Note -- Bibliography -- Name Index -- Subject Index -- Joke and Humorous Text Index

Frontmatter -- Contents -- Acknowledgements -- Foreword -- Preface -- Part 1: Japan as a Tourist Destination -- Chapter 1. Japan as a Tourist Destination: An Analytic Perspective -- Chapter 2. Japan and the Tourism Industry -- Chapter 3. Japan on the Internet -- Part 2: Semiotic Japan -- Chapter 4. Semiotic Japan -- Chapter 5. Tourism and Cultural Change in Japan -- Chapter 6. Coda: A Return to Japan -- References -- Index

'A fascinating investigation that explains semiotics, the science of signs, and shows how it can help us understand the way marketing and advertising shape our behavior as consumers and the way we use brands to help create our public identities. Semiotics deals with the messages we are always sending about ourselves by the clothes we wear, our facial expressions, our body language, and the objects we purchase. It also helps us learn how to interpret the messages that others are always sending to us. The book also analyzes a number of the "objects of our affection" such as toasters, teddy bears, hamburgers and computers. In the appendix, there are a number of learning games and activities that involve using semiotics to better understand consumer culture"--Provided by publisher.

Cover Page -- Title Page -- Copyright Page -- contents -- Acknowledgments -- Introduction -- Part One Political Culture -- 1 Political Culture and Popular Culture: Predicting Preferences or Magister Aaron- The Wildavsky Game -- Hierarchical Political Culture -- 2 Theses on the Game of Football -- 3 The Iran-Contra Hearings: A Case-Study in Political Theatre -- Individualistic Political Culture -- 4 Funky Fornication on MTV: Sledgehammer -- 5 Be All That You Can Buy: The Human Potential Movement in Marin County -- Egalitarian Political Culture -- 6 Max Headroom: Adventures of a Disembodied Hero -- 7 Humor and the Jews -- Fatalist Political Culture -- 8 Professional Wrestling -- 9 The Terminator: A Case Study in High-Tech Paranoia -- Part Two Communication Theory -- 10 The Politics of the Sign: On the Semiotics of Power -- 11 Making Sense of Media: Focal Points in Analyzing Texts -- 12 The Pontifex of Pop: A Summary and Evaluation of My Research Program -- Bibliography -- Name Index -- Subject Index

What are consumer cultures -- Data on consumer cultures -- The act of consumption -- An anthropological perspective on consumption -- The psychology of consumption -- The sociology of consumption -- The semiotics of shopping -- Malls and the American consumer culture -- Tourism and consumer culture -- Buyer's remorse.