1.Read Sillars and Gronbeck chapter 7 (“Semiotic Codes”), watch the Macintosh ad and answer the following questions (about 75-100 words each)
1).Briefly explain Sillars and Gronbeck's components of a sign (signifier and signified). Choose a sign from the ad, and identify the signifier and signified components of the sign.
2).Sillars and Gronbeck discuss first-order signification, second-order signification, and third-order signification. What do they mean by these terms?
3).Briefly explain the concept of an "emblem" (Sillars and Gronbeck pp. 159-160).
2.Read Lester chapter 12 and respond to the questions in 1-3 sentences each
1).What does the chapter title mean and how do you interpret the title based on what you read?
2).How has what you have learned in this class affected the way you "see" visual images?
3). How has what you have learned in this class affected the way you analyze communication?