The Kitchen Of Meaning:

"...a garment, a cellphone, a design of a clothing", however these  indeed appear to be signs of objects that have different meaning deep down to others. "Modern man, urban man, spents his time reading" I thibk that what he trying to say here is that to understand and interpret things or analyze something that might be different in its signs. When he also use the term "Reading" I think that this mean that we need to get to know something better before we start judging it. Everyone might get a different idea of a meaning of a word or object based on the point of view and the context of that thing. What we might see as a teddy bear might mean the world to a little baby who can't go to sleep without having this teddy bear in its arms. Everything has its own meaning which in this case might be clear and understandable that everyone has their views of objects and what it means to them as a individual person in life.