Why do people routinely risk their health by smoking cigarettes? Why do some females make walking a struggle by donning high heels? In a fully updated edition, the author attempts to answer such questions by explaining the discipline that endeavors to understand the human meaning quest: semiotics.
'It's been years since I lit up a cigarette, but I found this book enlightening. Long life to the Enlightenment!'- Umberto Eco
MARCEL DANESI is Professor and Director of the Program in Semiotics and Communication Theory at the University of Toronto, Canada. He is the author of many books, including Increase Your Puzzle and Cool: The Signs and Meanings of Adolescence.