Since the early twentieth century, with the increasing development of economy, the invention of Fordism and the accelerating course of urbanization, America has eventually stepped into the threshold of consumer society. According to Jean Baudrillard, a famous French philosopher, an object, besides its use value and the exchange value, has the value of sign. The value of sign embodies an object’s “differences†that enable the object to contain some symbolic meanings. Consumption thus becomes “a system which assures the regulation of signsâ€: when people consume an object, they consume the value of sign instead of its materialization or utility. In this way, people convey some important social meanings such as social position, personal tastes, and unique lifestyles through the commodities they purchase. Theoretically, as Saussure’s sign theory has claimed that sign can be divided into “signifier†and “signified†whose relationship is arbitrary, Barthes further proposes the idea of “mythology†to explain the creation of sign value; in practice, the advertisements and the fashion system reinforce the power of sign value through the differences of appearance, space and services.