Semiotics is the study of signs, their use and interpretations. It is a key tool to ensure that intended meaning being conveyed by the addresser is understood by the addressee. Semiotics can include signs, logos, gestures and other linguistic and non-linguistic communication methods. As a word, semiotics is derived from the Greek word sēmeiōtikós, which describes the action of interpreting signs. In semiotics the a sign is defined by two main components: Signifier and Signified. This idea was first proposed by the Swiss linguist, Ferdinand De Saussure who also was one of the two founders of Semiotics. Together a signifier and signified make up a sign.
SIGN: The smallest unit of meaning. Anything that can be used to communicate.
SIGNIFIER: Any material that signifies, e.g. a facial expression, words on a page, an image etc.
SIGNIFIED: The concept that the signifier refers to.
DENOTATION: the most basic or literal meaning of a sign, e.g., the word "rose" signifies a particular kind of flower.
CONOTATION: the secondary, cultural meanings of signs; or "signifying signs," signs that are used as signifiers for a secondary meaning, e.g., the word "rose" signifies passion.
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