the siginifier in the is ad is the car, while the signified is the grater....the advertiser tricks the mind into thinking that the image is of a grater, but uses the car to replace the image...according to charles pierce's theory the image symbolically portrays a grater, iconically portrays a car, and indexically portrays a utility item...according to barthes theory the denotative portrayal is of a car, and connotative portral of a utility item...
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