The objects used for part one of the exercise may be gathered from around the house, etc., and should ideally represent a wide variety of objects. For example, ten objects for discussion might include a baseball card, a depression glass juicer, a computer floppy disk, an animal statue, a boomerang, a piece of modern sculpture, a matchbook, a seashell, a horseshoe, and a tissue. As a bridge between parts one and two, an advertisement may be displayed in which objects in the ad help to create and reinforce an image for the product being sold. For example, a dog in a car ad may initially appear to support the idea that this is a family car, or even that the car is like one of the family. Yet upon further investigation of what the connotations of what a dog are, students may see that images and associations such as man's best friend, loyalty, etc., are actually creating images for the brand, i.e., that this car will never let you down.
Students are now ready for part two of the exercise where they can apply semiotic concepts.
The task is to devise a way to use that object to help create an image for another product. The initial presentation and two part exercise is designed to last about 75 minutes, but can easily be tailored to varying lengths. All Rights Reserved.