Introduction The world has changed due to changes brought about by the emerging technologies in our postmodern society. We have moved from use-value centered past to a more sign-value centered present. According to Chandler (78), the society has used the emerging technologies positively to make the world a better place for all of us. However, it is important to note that the elite class has used the new found power in postmodernism for selfish personal gains. They use it to sell false ideas in order to manipulate the public with the aim of selling their products. They use it to create a world of illusions in order to achieve personal gains. Firms rely on logo to promote their products in the market. Williamson (54) says that it is strange that every firm will always strive to use items or animals that are highly valued in the society to represent its logo. Car manufacturers are using animals, such as jaguar, to represent the strength and speed of their products. None of them would want to use a tortoise as their logo, even those that manufacture slow moving automobiles that resemble tortoise such as the old model of Volkswagen. In this paper, the researcher will critically assess the argument that we have moved from a use-value centered past to a sign-value centered present. Part One: Signs, Semiotics, and Analysing Promotional Texts According to Grenz (98), the business fraternity is doing its best to reap maximum benefits that come with the new found power of postmodernism. In the world of business today, promotional advertisement is of critical importance, and firms are keen to ensure that they present themselves to their customers in the best way possible. Signs, semiotics and promotional texts have become critically important in the business world. These sections will look at how the use of promotional texts, signs, symbols, icons are used to achieve invested interests among the consumers. Analysing Promotional Texts – Semiotics Communication is very critical in the business world. Promotional texts offer a unique opportunity to the producers to communicate with their consumers. According to Heartney (112), the texts offer the producer an opportunity to tell the customers what makes a particular product superior compared to other rival products. At this stage, it will be necessary to critically analyse a sample promotional text of one of the leading electronic firms in the world. Figure 1: Apple Inc Brand Logo. Source (Jamieson 47). According to Jamieson (49), Apple Inc has managed to stand out among the electronic manufacturers as a firm that cherishes quality. In the global market, many customers believe that when looking for a quality electronic product, then Apple brand should be given priority over the rest. However, it does not mean that other rival firms do not offer similar quality to its customers. The firm has managed to create this impression in the minds of its customers. This can be seen in the promotional text above. It simply says that the customers should think differently when making their purchase. This promotional text brings out important attributes that such texts should entail. The first important factor is that the text should be as sho