The Study of Signs 

Meanings you can get from an apple:

Life, health, food, brand, perfume, growth, prize, freshness

Connotation: what you think of when you receive a piece of visual communication, what it means to you.


First suggested by Ferdinand De Saussure

Signifiers do not intend to have meaning.

Signifier: does the work, carries the message.

Signified: what it means to you


Denotation: simplest level of what is seen (heard/smelt/ect.)


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