認識符號學（Semiotics）就從分析 McDonald's 的"Golden Arches"開始吧。關鍵字：
denotation（符號）：the most direct or specific meaning of a word or expression
connotative（意含）：having the power of implying or suggesting something in addition to what is explicit
ideology（意識形態）：an orientation that characterizes the thinking of a group or nation
visual grammar：can be described the representation of textual
viewer /reader’s relationships
Exercise:使用這六個關鍵字，分析McDonald's的廣告
有關符號學的介紹與練習，open university 上有一門課程介紹得很清楚，適合新手入門。
Relate Link
Semiotics on open university
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