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The 'Notness' principle -a semiotic model of meanings Virginia Valentine, Semiotic Solutions As I was going up the stair I met a man who wasn't there He wasn't there again today I wish, I wish he'd stay away Thinking Notness-where we start I think, therefore I am René Descartes I think where I am not Jacques Lacan Descartes' famous dictum encouraged us to perceive ourselves as 'centred' subjects-men and women who see and understand other objects from a firm and fixed position at the centre of our world. And that is how we still imagine consumer understanding of brands and the interpretation of marketing messages. Semiotic thought challenges this whole notion by suggesting that the real understanding of anything comes from knowing what it is not, rather than what it is. We know about clean, only because we know about dirty. We can understand the concept of 'processed' food because we have a framework of 'fresh', ie not subject to the processes...

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