This document discusses semiotics, the study of signs and symbols. It explains that there are three main types of signs: iconic signs which closely resemble the object, indexical signs which have a commonsense connection to the thing, and symbolic signs which have no logical representational connection. It provides examples of each type of sign including the word "cat" as an iconic sign, smoke as an indexical sign for fire, and words or equations as symbolic signs.

1. SEMIOTICS
STUDY OF IMAGES AS SIGNS & SYMBOLS
TRIES TO UNDERSTAND THE SIGNS WE USE

2. Cat
}Sign
Signified
Signifier

3. 3 Types of Signs
Icon Index Symbol

4. 1. ICONIC SIGNS
SIGNS THAT CLOSELY RESEMBLE THE OBJECT

5. SIGNS THAT HAVE A COMMON
SENSE CONNECTION TO THE THING
2. INDEXICAL
SIGNS

6. 3. SYMBOLIC SIGNS
SIGNS WITH NO LOGICAL
REPRESENTATIONAL CONNECTION
Words
E=MC2

8. Elaboration
How are persuasive messages perceived and processed?
Likelihood Model
Petty & Cacioppo, 1986

9. the issue-relevant arguments contained in a message.
Depends on motivation and ability to process.
Elaboration: the extent to which a person thinks about
Very little thinking Lots of thinking

10. taking effect next semester!
Involvement
How do you feel about moving to a plus/minus grading system?

11. Personal
relevance
High Low
High involvement Low involvement
involvement = motivational component

12. Persuasive Message
Central route to processing
Peripheral route to processing
Involvement:
High
Involvement:
Low
Ability to process:
Yes
Persuasion:
Temporary
Comprehension:
Shallow Thoughts
Persuasion:
Lasting
Comprehension:
Deep Thoughts
Ability to process:
No
Slightly Simplified Model

13. Actual Model

14. High Involvement:
Low Involvement:
focus on simple cues that are peripheral to
the message (message cues vs. source cues)
leads to issue-relevant thinking

15. study menu, reviews,
ask social network
Picking a BBQ place
if other people think
it’s good, then it is
bandwagon heuristic