Semiotics elaborated

A language theory as "a naming-process only--a list of words, each corresponding to the thing that it names" was discarded by Ferdinand De Saussure (1916).

According to him, such a theory:

 Assumes that ready-made ideas exist before words; it does not tell us whether a name is vocal or psychological in nature . . . finally it lets us assume that the linking of a name and a thing is a very simple operation.

Saussure continues to explain that:

The linguistic unit is a double entity, one formed by the associating of two terms.

These two terms are known as the signifier, the sound-image or representation of the particular text, for example, a word on a sign, and image or even a body gesture. The signified is the meaning or the idea produced. However the connection between the signifier and the signified is at random. This is discussed by Sausser as he argues that "the link between [signifier] and [signified] is arbitrary." 

There are no ture reasons why a car is called a car and why the concept of a car is linked with the car and this is confirmed by the existence of multiple languages. Also, signified(s) of certain signifiers are arbitrary. There are no rules or orders fixing a signifier and signified together.

Here is a simple example of a signifier and a signified:

The signifier is the sound-image of a sign with  'Welcome, We Are Open' (found at the entrance of Cheezbox, Gadong)

The signified is that we can go inside the restaurant to dine or purchase food. It can also mean that the employees are able to tend to us (customers)

Connotation involves the cultural meaning behind the signifier and it is always in multiples. An easy example would be the colour blue as the signifier. The connotation would be based on where the colour is placed/found. If it were to be a room painted blue, it *could connote boy, masculinity. 

On a dress however, it *could mean that it is soft, innocence or the sky (pure, infinite, high) because it is on a dress, which affects the connotation of the colour blue.

*Note: connotations varies based on people, situation/society and context.

References:

Bryson, M. (n.d.). Ferdinand De Saussure--Course In General Linguistics. Retrieved September 15th, 2012 from California State University, Northridge, Academic Website: (http://www.brysons.net/academic/saussure.html

Scott, A. (2001). Ferdinand de Saussure's Course in General Linguistics. Retrieved September 15th, 2012 from http://www.angelfire.com/md2/timewarp/saussure.html

Ferdinand de Saussure , from Course in General Linguistics. (n.d.). Retrieved September 15th, 2012 from http://faculty.smu.edu/nschwart/seminar/saussure.htm