Saussure (theorist)
- refer to Marlboro picture-
replacing the horse can mean:
the fun side (roller coaster)
the devil (from the smoke)
a dragon who breathes fire (fits in with smoking)
replacing the man:
celebrity endorsements (Arnold sch.)
an army person (powerful)
a woman (change audience demographic)
they will have different meanings depending on what you change
Polysemic-
signs are arbitrary and have many meanings (BARTHES)
(PIERCE) looked at 3 categories of signs, iconic, index and symbol
Symbol: (what PIERCE looked at)
- represents an object
-several meanings that are contested
Iconic: (PIERCE)
- they always represent what they signify
Index: (PIERCE)
- Between symbol and iconic
- some sort of connection between with what is being signified
- eg. smoke=fire/ tear=sorrow
BARTHES (myth)
gender is nature
masculinity and femininity = social construction
car advert represents masculinity
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