Sign Currencies

The ubiquity of signs and logos pasted over products lies at the heart of this clever advertising image for WordPerfect's word processing software program. This ad asks us to recognize first that every sexy, stylish design object carries as its centerpiece, its sign -- its logo, its brandname. Further, by loading their name in place of where the Nike sign or the Harley symbol would normally go, WordPerfect attempts to leverage the currency of those signs to add value to their own absent commodity.