Abstract

Why do people buy particular products? Which are the antecedents that lead to the decision in favour of or against the purchase? Knowledge of the underlying semiotic and perceptual mechanisms is of key importance for understanding marketing processes. There are different psychological approaches that help to explain the effects of advertisements and product design. Analysing the sign processes of marketing clarifies the strategies applied. By identifying the manipulative functions of advertising, this book supports the consumers' critical discourse.