Semiotics

 

 Semiotics is the theory introduced by Ferdinand de Sassure in the late 1990. Semiotics is the study of signs . His theory argues that people sees sign around them and atomically links them to things known to them. In his explanation of this phenomena he uses two aspects the ''signified'' and ''signifier''. Signifier is the physical signs and the signified is the personal interpretation of that sign. For example a stop sign the physical sign is signifier and the concept of stopping after seeing the sign is the signified.

They are two aspect to Signified:

• denotation : which is the literal meaning example directly from a dictionary 
• connotation: which is how that meaning is interpreted by an individual