Ferdinand De Sassurre: Signs and Semiotics
Ferdinand De Saussure is widely considered as one of the two major founders of semiology (the science of signs). A sign is a conceptual object, which consists of a signifier, and the signified (the referred idea in the mind, concept or meaning). In addition, there are perceptual objects or referents (the real objects), but the signs do not refer to them, but only the concepts in our mind. The goal of semiology is to determine the relations between the signifier and signified in the given language context. De Saussure argues that the signifiers and their relations to signified ideas are purely arbitrary and that there are no "fixed universal ideas".
Iconic- icons are signs where meaning is based on similarity of appearance.
Indexical-Indexical signs have a cause-and-effect relationship between the sign and the meaning of the sign. There is a direct link between the two.
Symoblic- these signs have an arbitrary or conventional link.
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