There are so many images in today's marketplace. It is hard to walk down the street without being bombarded with a plethora of visual stimuli. Even when we walk into the bathroom it seems that the walls are a secret collecting place of visual stimulus not fit for the publicized mainstream of the street.

Within these images are certain aspects that we as viewers might not take into account but are in face present in most every visual image that we see in todays marketplace. For example, the schematic color schemes can be utilized to persuade a certain mood about something (i.e. "Going Green" etc) or they can act as a representation of a collective group (i.e. Allstate hands=safety). All of these meaning are semiotic in nature, but ultimately rest in the viewers eyes. Through the use of these images we are able to establish an effective credibility for intertextuality or “reading images in relation to other images with which we are familiar” (152). The images themselves hold special meaning just as the intertextual and hidden meanings within visual images.

We are able to decode these meanings through and established way in which we begin to proccess images that we are thrusted into on a daily basis. As viewers we must always be able to distinguish between the signifier and the signified. Gorgias uses a similar aspect in differance, differ, and difer. All three of these eventually lead to the meaning or ability to access the meaning of an object to be ultimately differed and undefined, thus making each image, text etc entirely and completely individualistic and open for interpretation.