Examines the correspondence between signs and symbols and their role in the assignment of meaning.

Solomon’s simple model allows a useful frame for answers on the perceptual process. As a basic requirement, you should be able to demonstrate awareness of the stages of the model and be able to describe within them. The trick will be not to spend all your time describing in minute detail elements within the model. It is fairly easy (and expected) that you will have examples of sensation (sight and sound, etc)…and I would hope you look to provide novel ideas within this...perhaps more interesting to explore the usefulness of the model. For instance, are senses the only means of interpreting value within perception? Does value only exist for marketers if we believe that meaning can exist in similar forms across lots of people? If sign components can be as confusing and contradictory as noted above, how does this affect their usefulness? Should marketers even engage with techniques that require subconscious processing within individuals, what are the barriers to following this idea.

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