How to AdLearn™:

1. Click on the link and wait for the TV ad to download. You will need sound.

2. Once you've watched the TV ad, read the AdLearning (don't worry, we'll always keep it brief).

3. Then go forth oh wise one.

Learning # 22

Subject: Consumerism
Concept: Sign Exchange Value
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AdLearning™
A king who wears a crown uses the crown as a sign to indicate he is king – he does not actually need it to carry out his duties.

All objects (brands included) have a sign exchange value. Sign exchange values have no value beyond what is agreed upon. In the same way, your ownership of a brand of jeans, car or watch makes a statement based upon things with no inherent meaning. There would be no point in wearing an expensive watch if you, and others, did not know that the brand was an expensive one.

In this Fosters ad, what sign exchange values do they want us to agree on?

Source: Wikipedia