texts involves taking apart the various levels of visual signs to understand how the parts contribute to the meaning of the whole. The broadening concept of text and discourse encourages additional research into how visual communication operates to create meaning. Deely explains that "at the heart of semiotics is the realization that the whole of human experience, without exception, is an interpretive structure mediated and sustained by signs." Semiotics now considers a variety of texts, using Eco's terms, to investigate such diverse areas as movies, art, advertisements, and fashion, as well as visuals. In other words, as Berger explains, "the essential breakthrough of semiology is to take linguistics as a model and apply linguistic concepts to other phenomena--texts--and not just to language itself." Anthropologists like Grant McCracken and marketing experts like Sydney Levy have even used semiotic interpretations to analyze the rich cultural meanings of products and consumer consumption behaviors as texts. Visual texts are an important area of analysis for semioticians and particularly for scholars working with visually intensive forms such as advertising and television because images are such a central part of our mass communication sign system. Linda Scott has deconstructed the images in perfume advertising as well as in Apple's "1984" commercial using close readings of the various messages that can be interpreted from the ads. Shay Sayre has also looked at perfume advertising images and the visual rhetoric in Hungary's first free election television advertisements using semiotic analysis. Also using semiotics, Arthur Asa Berger has deconstructed the meaning of the "1984" commercial as well as programs such as Cheers and films such as Murder on the Orient Express. Systems of meaning, Culler and Berger tells us, are analyzed by looking at cultural and communication products and events as signs and then by analysing the relationship between these signs. The categories of signs and the relationships between them create a system. Barthes, for example, has analyzed the "fashion system," and classified the system of communication through fashion into two categories: image clothing and descriptive clothing. Likewise, an advertisement has its own system of meaning. We expect an appeal to purchase, either directly or implied, to be made and a product to be shown, for example, as part of the advertising system. In their book Discourses in Place: Language in the material world, Ron Scollon and Suzie Wong Scollon note that visual semiotics has to do with turning