In a consumer society, consumer objects are no longer a response to a specific need, but a network of floating signifiers designed to incite desire. Consumption then, must not be understood as the consumption of use-values, but as the consumption of signs. This is a case of study of a Taiwanese TV commercial for a soft drink, named " Café Rive Gauche", which uses the rich literary, cultural and artistic connotations of Rive Gauche and it's cafés to forge its own image. The study will use semiotiC analysis of its linguistic, iconographic and auditive signs, to observe, on the one hand, how Taiwanese people see Paris, and on the other hand, how through this image of Paris, their own image is reflected.
「城市與現代性」國際研討會論文集=Colloque sur 「la Ville et la Modernite」，頁169-185