Landscapes of Global Capital
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Signifiers of Globalization
Sunset over the pyramids
The road to Cairo
Cocacolonization
Are you ready?
The pharaoh's garage
Traffic jam in the desert
Invest in a camel
Solar powered camel
Bad metaphor
Don't buy this car
The Bedouin of GE
Sign Formulas & Branding

Signifying Clusters

Structural Frames
In Caterpillar's "Building Roads" commercial a pyramid and a camel provide a visual signifier of a map coordinate, a place off the beaten track of modernization. The message: this company can build roads anywhere and everywhere.

Sunset over the pyramids < Previous

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Robert Goldman, Stephen Papson, Noah Kersey