Semiology is a useful tool in the analysis of media texts and allows you to reveal the deeper layers of meaning. According to Rayner, Wall and Kruger “semiology is an attempt to create a science of the study of sign systems and their role in the construction and reconstruction of meaning in media texts” (Image Analysis, 2004). The text that will be analyzed is PETA's advertisement featuring Pamela Anderson, which aims to sell an ideology of beauty and femininity, as well as sexual empowerment through self-objectification (see appendix for image). This essay will analyze the chosen text through the use of semiology. The essay will analyze, among other elements, the connotations, denotations and myth of the text. The text is part of a campaign promoting vegetarianism, created by animal rights group PETA, featuring actress and model Pamela Anderson in a two-piece swimsuit. Anderson is posed sitting on a flat surface with her legs bent at the knee, leaning back slightly on her hands and pushing her chest out. Her facial expression is sensual and seductive. Dotted lines were painted on his body, dividing him into sections labeled with what would be called the corresponding cut of meat. The anchor text reads: “All animals have the same parts. Have heart, become a vegetarian." An anchor is a text caption that “anchors” the preferred meaning of an image (Chandler, 2013). This text, similar to other campaigns created by PETA, almost all feature naked or scantily clad female celebrities who are sometimes posed with baby animals. In contrast, male celebrities who appear in their campaigns are rarely naked. If they are, it's almost always from the waist up. This is common in... middle of paper......con.com/seo/I/ideology.html#Lazar, MM (2013). The right to be beautiful: Postfeminist identity and consumer beauty advertising. In R. Gill, & C. Scharff, New Femininities: Postfeminism, Neoliberalism and Objectivity (pp. 37-51). Basingstroke: Palgrave Macmillan.New Zealand Ministry of Education. (2013). Codes and Conventions. Retrieved from Teaching Media Studies: http://media-studies.tki.org.nz/Teaching-media-studies/Media-concepts/Codes-and-conventions Rayner, P., Wall, P., & Kruger, S. ( 2004). Image analysis. In P. Rayner, P. Wall, and S. Kruger, AS Media Studies: The Essential Introduction (2nd ed., p. 4). London: Routledge.Sommers, C. H. (1994). Who stole feminism? How women cheated on women. New York: Simon and Schuster. Sturken, M., & Cartwright, L. (2004). Gazing Practices: An Introduction to Visual Culture. London: Oxford University Press.