The format for the assignment should be double space, left justified, 12 font. No need for a copy of any images.

Font: use any standard readable font such as Times New Roman.

Word length: the word length does not include quotes, in-text references or the Reference List. There is a 10% leeway allowed.

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Referencing must follow the Harvard style system, as set out in the Griffith Faculty of Arts Guide to Referencing (available from Course Content).

Once having referenced a concept, you do not need to keep referencing it.

Always supply a page number for any in-text reference, unless the reference is to a book or article in general (a rare occurrence).

Always locate your in-text reference directly adjacent to the concept you are referencing. Do not leave it until the end of a paragraph. This is often misleading, and makes it difficult for the reader to identify exactly what the reference is referring to.

Do not place an in-text reference beside the mention of an author’s name, but after the actual quote or concept being referenced.

**Always place words and passages quoted from sources in quotation marks, followed by a reference including the page number**

Book titles are in italic, not quotation marks.

Article titles are in quotation marks, not italic.

Do not italicise quotes, but place them in quotation marks or indent for quotes 3 lines or longer.

Your assignment must include a Reference List but no Bibliography.

Reference List entries must follow the Referencing Guide.

Entries for books must be the full publication detail and nothing more. Do not include specific chapters or page numbers (even if that is all you have accessed).

Do not include cut and pasted URL strings. Follow the guidelines in the Reference Guide and if required, type in the URL address to the main page of the journal (URL addresses to be provided only for articles published exclusively on line).




AussieBum ad, GQ Australia, February/March 2011, p. 103.

Colgate, The Saturday Evening Post, 23 April 1960, p. 128.

Volkswagen, Harper’s Bazaar, Jan/Feb 2012, p. 71.

‘Guilty’, Gucci, Marie Claire, No. 246, November 2016. p. 41.


Assessment Type: Analytical Report: semiotic analysis

Due Date: Friday, Week 6

Weighting: 40%

Length: 1500 words



Undertake a semiotic analysis of one of the texts provided on the unit web site (to be posted by the tutor three weeks prior to due date) in the form of a report divided into five sections (see below). In your analysis, make use of a range of the terms, concepts and strategies introduced in Tutorials 1 – 4 of the unit. Your analysis must define any terms used, include in-text references and a reference list, and follow the guidelines of referencing set out in Guidelines for Referencing, Faculty of Arts, Griffith University.


Your analysis needs to: 

1.  identify and describe the signs and sign systems at work in the text, employing a range of the following (minimum of 5): syntagms, paradigms, metonym, metaphor, connotations, denotations, icon/index/symbol, mode of address, binary oppositions, othering, intertextuality, ambiguity (500 words, 10 marks)

2. undertake a commutation test to test the paradigmatic value of one or more of the signifiers (250 words, 5 marks)

3. show how the gaze operates in the text (250 words, 5 marks)

4. show how the text includes and excludes identities and meanings through myth and ideology (250 words, 5 marks).

5. show how the text can be read in terms of dominant, negotiated, and oppositional readings (250 words, 5 marks)

6. Writing, referencing (-5 marks). Marks will be deducted (maximum of 5) for incorrect grammar, spelling, punctuation, referencing, and report composition.

*please note – marks will be adjusted out of 40.

Lodgement: your assignment needs to be lodged as a Word file through the Assignment Submission portal on the Blackboard website for this unit. No PDF or other non-word file formats allowed.


There is no need to use terms and concepts other than those presented in the Study Guide, text book and readings provided. Reference all terms and concepts.

There is no need to analyse every signifier, although you will need to engage with the text at the signifier level to show how signification takes place. Avoid simply listing signs and sign systems. Do not use material found on internet sites in your analysis. Draw only from the material provided in the unit.




Marking Criteria

The marking criteria for the second assignment is as follows:

For (4) Pass or better:

· evidence that you have engaged in analysis of the text, indicating logical connections between signs at various levels, as distinct from simply identifying and describing signs. Some attention to mode of address and reading positions.

· evidence that you have read and understood the main definitions of key terms, arguments, concepts, examples relevant to answering the question.

· attention to the criteria specified in the question.

· written expression is adequate, with minimum grammatical, spelling and punctuation errors.

· referencing compliant with requirements to an adequate level.


For (5) Credit or better:

· a more thorough analytical engagement with the text, indicating logical connection between signs at various levels, and their production of meaning, mode of address and reading positions.

· evidence that terms and concepts are used correctly.

· attention to the criteria specified in the question.

· little or no redundant material, i.e. material which does not extend or develop argument.

· written expression is good, with minimum grammatical, spelling and punctuation errors.

· referencing generally compliant with requirements. For (6) Distinction or better:

· thorough analysis of a range of signs and sign systems at work in the text, drawing out complexities of signification and the production of meaning, mode of address and reading positions.

· evidence that terms and concepts are used strategically to further analysis.

· no grammatical, spelling and punctuation errors. No redundant material. Essay is coherent.

· referencing fully compliant with requirements.


For (7) High Distinction:

· as well as the above criteria, the essay should be outstanding in every way. There should be very little in this essay that could be faulted.

· high level of capacity to use terms in strategic ways, to advance an argument or point. It should show command over the way the text produces meaning at all levels.

· engage in a critical reading of the text, its relation to broader cultural and social meanings, identities.

· ideas clearly expressed, with no problems of ambiguity or lack of clarity.