The Branded Self:

This investigation makes the argument that to a considerable degree, our sense of our selves is connected to the way advertising helps us shape our identities and focuses our attention on brands as a way of signifying who we are to others. My point of departure is Norbert Wiley’s The Semiotic Self (1995:37). I will use Bakhtin’s concept of dialogism to deal with Wiley’s notion that the self involves an internal conversation in which the present self (the “I”) talks about the past self (the “me”) to the future self (the “you”). The branded self discusses some important concepts in semiotic analysis and relates them to the notion of the “self” and then to other matters, such as branding.