2. ARISTOTLE
• In terms of language, spoken words are the symbols
of mental experience and written words are the
symbols of spoken words.
• Every civilization has their own language, but the
mental experiences are the same for all men.
3. SAUSSURE
• The signifier and the signified are the components
of the sign
• The sign formed by the associative link between the
signifier and signified.
• Signs are created by their value relationships with
other signs. The contrasts that form between signs of
the same nature in a network of relationships is how
signs derive their meaning.
• The sign is arbitrary. Virtually all signs, Saussure
maintains, have only arbitrarily ascribed meanings.
4. CHARLES S. PEIRCE
• All signs are made up of three parts.
• Abstraction (signified)
• Reality
• Law (Signifier)
• Categories are frequently referred to as:
• Firstness – Quality of Feeling
• Secondness – Reaction, resistance, relation
• Thirdness – Representation, mediation
5. EXAMPLES
Decoratives
Firstness: Icon Informatives
Thirdness: Law
Promote
Red Light Assert
Stop at Red
Feeling Propositions
Lights
Secondness:
Indicatives
Reality Action
Provoke
Car Stops
