The Haunt of Jackals Part 2

Well if you were an alien and you saw this what would you think?
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Hold that thought while we look at another hypothetical situation.

Suppose you are a disguised alien sent to study Earth culture. Shortly before landing your cloaked ship you notice that mass numbers of vehicles are moving toward a few long large structures situated throughout the greater Sacramento area. You deduce this is either a place of societal worship, or perhaps the seat of regional governments. You decide to investigate. You land in an open field near the corner of Heritage and Challenge Ways, and walk a few blocks to the huge structure along Arden Way. Vehicles are continually swarming past you into the areas around the building stacked up high in racks. You wonder what you will find. You also wonder if your will be allowed in without any credentials. No one pays you any mind as you enter.

Making your way down the center walkway you note that there are large cubicles dividing various goods. Each cubicle has a gigantic word at the front, and the same word posted in smaller forms many other places. You also note that in most of these compartments clothing hangs in the windows bearing the same word in large and colorful letters. One shop says B.U.M., and every item in it says B.U.M. in large letters on the front. But what does B.U.M. signify, you wonder? Many of the people who are passing by are wearing clothing with these bold words. What does it mean?

You want to ask people questions. A small group of women are standing in the walkway occasionally stopping people and asking them a series of questions. They all hold clipboards. You do not have a clipboard. Suddenly, one of the women puts her clipboard down and walks off citing the need for something called a "nacho bellgrande and coke." You wait a few moments, and when no one is looking, borrow the clipboard and leave to another area of the building. As you walk you notice cubicles with the words "GAP," "NIKE," "Guess," "Levi," and "Esprit". People leaving these stores are wearing clothing with these words written boldly over a variety of patterns.

You sit down and write, "I am at the center of either their religion, or commerce, or government. They identify themselves with very important words. Some are devoted to "GAP," others identify in some way with "NIKE" or other significant names. I am going to approach some of them and ask them to explain the meaning of their large words.

Having only a limited knowledge of Earth English, you decide to be direct and hope for a good response.

You stop a young female and ask, "Can I ask questions?"

"Sure, it's a free country," she replies.

You point at her chest and say, "If you were... describing these words to a foreign person, what would you tell them?"

"What words? What are you talking about?"

"Those words: 'GAP' 'BUM' 'NIKE' 'GUESS.' What do they signify?"

"A brand name, a logo," she says.

You search your memory of human languages. "'Brand'... a hot mark on a cow. Not much help. 'Name' ... signifier of identity. Not much help there. What about 'Logo' it means a .... a word!" you think triumphantly. But then think, "these are words that mean word?" The girl looks impatient.

"What is the meaning of these logos?" you ask (hoping it is a sensible question).

"They don't mean anything!" says she. "What kind of question is that?" she asks, cautiously moving away, and then is gone.

You approach several other people, and each time the results are similar. On one occasion you ask an elderly male, "How much does the clothing cost; is there any difference in cost?"
"Yes, the Guess shirt is $10 more than the Levi," he says.

"Then the Guess is a better shirt?" you ask.

"No. Same shirt; it's the name!" he says.

You sit down and write in your logbook, "These large words mean "nothing," yet people wear them on their bodies and display them proudly on their cubicles. This phenomenon needs much more study."