Reading Things is out of print, although an extract from the introduction was recently republished in The Object, edited by Anthony Hudek, produced by the Whitechapel and MIT Press, 2014. I include a version here without footnotes, although a .pdf (foot of page) has them.
Reading Things: The Alibi of Use Is the introduction to Reading Things, Sight Works Vol.3. ed Neil Cummings, Chance Books, London 1993. ISBN 0-9513932-3-5
The substance of our material culture, refracted through our advertising media, is an increasingly dominant site for the struggle to represent an individuals most powerful desires, aspirations and fears. In industrial countries, we are constantly encouraged to associate and identify, both physically and psychologically, with a bewildering range of things. From Tampax to Trade sanctions, these consumer choices - if media theory is to be believed - may embody the last remaining coherent space of personal and cultural representation.