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.)