Preface
1. Introduction
9. Codes
2. Signs
10. Modes of Address
3. Modality and Representation
11. Encoding/Decoding
4. Paradigms and Syntagms
12. Articulation
5. Syntagmatic Analysis
13. Intertextuality
6. Paradigmatic Analysis
14. Criticisms of Semiotic Analysis
7. Denotation, Connotation and Myth
15. Strengths of Semiotic Analysis
8. Rhetorical Tropes
16. D.I.Y. Semiotic Analysis