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"Accessible yet challenging, this book will be the indispensable introductory text for semiotics-indeed for any theoretical course in the humanities and social sciences that deals with the theory of these disciplines."-Choice "The book offers . . . a clutch of examples of semiotics usefully and intelligently applied, which Schole's patient, cheerful tone and his resolutely concrete vocabulary manage to combine into a breezily informative American confection."-Terence Hawkes, Times Literary Supplement "This critique demonstrates once more that Scholes . . . is one of the most authoritative scholars in the field of semiotics."-The Antioch Review "[Scholes] applies the range of semiotic theory to a series of other texts-poems, stories, films, a scene from a play, bumper stickers, even a part of the human anatomy. . . . When we finish this text (which includes a useful glossary and descriptive bibliography), we feel that we have learned the basic principles of semiotics and can apply them in our teaching and criticism; as a bonus, we gain many new insights into familiar texts."-Richard Pearce, Novel "[Scholes] is among our best interpreters of literary theory. . . . He provides not only an argument for semiotics but an informed criticism of it as well."-Martin Green, The Literary Review