Ferdinand de Saussure was a Swiss academic who developed theory in semiotics (the study of signs and symbols and their interpretations). He argued that there were 2 inseparable elements to every sign; the signifier and the signified. We can apply this basic theory to our analysis of texts by considering what meaning is signified by the existence of a signifier. For example:
The representation that is offered to the audience depicts her as attractive, with striking blonde hair, she is made-up with provocatively bright red lipstick which signifies femininity, fashion and beauty.
In this instance the signifier is the blonde hair and red lipstick and the signified is the mental concept or meaning created by it.
It works in a similar way to the use of denotation and connotation that was developed by Roland Barthes. Signs convey meaning and this can be decoded by denoting what it is and connoting the associated meaning that is conveyed to an audience. For example:
Her mouth is open overtly and it exaggerates the denotation of the bright red colour of the lipstick. The red is used with pink throughout the advert and suggests traditional connotations of femininity, love and passion.
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