Signs for Deciphering: Hermeneutics

Question 1

Hermeneutics?

Answer 1

Interpreting in the sense of interpreting a Code. ( Interpretive or explanatory)

Question 2

Absent person?

Answer 2

In the ad there is not person, but we construct a self from the data given. (empty spa)

Question 3

Absent Spectator?

Answer 3

It’s the person that is NOT in the add and his/her presence is implied (sexually) by the person that is in the ad.

Question 4

Incongruity / mismatch between words and pictures?

Answer 4

Language is the primary Referent System. Language does not make sense in connection with the picture. (she is miserable). Words could be linked with product as well with the scene or picture of the objective Correlative.
(The hottest couple)

Question 5

Language as a conveyor of decipherable meaning beyond the direct spoken message?

Answer 5

Kit kat, OMG,

Question 6

Puns to perform the correlating function?

Answer 6

It begs to be deciphered. Finding the (hidden but inevitable) link between two meanings.