This assignment asks you to put Stuart Hall’s Encoding/Decoding model into practice.

1) Choose a print advertisement.  This can be any still image.

2) Describe the image in detail.  What signs do you identify?  What TYPES of signs are they (arbitrary, indexical, iconic). What do they signify? Be sure to use the language of semiotics that we discussed in class when providing your description.

3) Decode the ad in three ways: dominant, oppositional, and negotiated. Which interpretation do you prefer and why?