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.
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.