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Chapter 4 explores both the power and the inescapability of the image in both history and contemporary popular culture. This chapter helps you to understand not only the increase in numbers and reproductions of various images but also the range of functions that images may perform in the world. Additionally, this chapter provides ways to "read" or analyze the images you are confronted with on a daily basis. This Companion Website draws on the material in the textbook and asks you to apply it online. The first "Checking Out the Web" activity borrows from the book, as you apply Arthur Asa Berger's semiology to Web images. The second activity uses Gunther Kress and Theo van Leeuwen's theories on "demand" and "offer" images and applies them to advertisements on the Internet. The third Web activity provides a deeper look at how images of the female body have been represented (and sold) over time. The fourth activity places the debate in a broader context by asking you to explore a Web site dedicated to critiques of advertising. A fifth activity returns to the issue of analyzing how advertising works through an examination of the visual design of several Web sites. The "Visual Culture" section offers an opportunity to extend your analysis by exploring several image and advertising archives. The "Mining the Archives" section provides links to read further about communication and cultural studies.
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