Semiotics of Shopping

Semiotics of Shopping

What makes the American consumer buy certain products? Many opinions may arise from this question, but no one can the fact that clothing companies in particular know exactly how to weaken their consumers-or should I say “victims”-through catchy advertisements and presentations. These companies are so successful in their pursuit because of the simple fact that Americans are obsessed with their image. Clothing companies such as Tommy Hilfiger use the world wide web and other such venues to promot cultual “signs” that play right into the image obsession. These “signs” or signals show exactly how a company like Tommy Hilfiger wants to be promoted through the company’s choice of website layout and advertising, implications of their consumers, and target age group. These signals prove that Tommy Hilfiger is geared towards selling clothes ...