16. Conventional Signs
• Has an arbitrary and constructed relationship
with the signifier and the signified
• Signification only occurs through convention.
• A vital element when evoking a particular
response from an audience.
• Conventional sign – Milestones in our lifetime.
17. Intertextuality
• Where the meaning of a text is dependent on
its relationship to other texts.
• The use of an Apple iMac compared to other
products; the values and attributes already
attached to an Apple product.
18. Icon
• Where the signifier resembles the signified.
• The object being advertised is explicitly
shown; A DVD with a family photo printed on
it.
