1. Roland Barthes (1967)
• Denotation refers to the literal thing/
object
• Connotation refers to the meaning
associated with that thing/object.
For example, what is the denotation and
connotation of …..

2. Charles Sanders Peirce (1931)
According to Philosopher Charles
Sanders Peirce (1931) ‘ we think only in
signs’
Signs take the form of words, images,
sounds, odours, flavours, acts or objects,
but such things have no intrinsic meaning
and become signs only when we invest
them with meaning.

3. Charles Sanders Peirce (1931)
• Icon/iconic: a mode in
which the signifier is
perceived as resembling
or imitating the signified
(recognizably looking,
sounding, feeling, tasting
or smelling like it).

4. Charles Sanders Peirce (1931)
Index/ indexical: A mode
in which the signifier is
directly connected in some
way (physically or casually)
to the signified.

5. Charles Sanders Peirce (1931)
Symbol/symbolic: a mode
in which the signifier does
not resemble the signified
but which is fundamentally
arbitrary or purely
conventional - so that the
relationship must be learnt:

6. Postmodernism
This is when a text has ‘ borrowed ‘
features/ styles from another text for a
particular purpose. There are 4 types:
1.Pastiche – to copy
2.Bricolage - borrowed techniques from a
range of texts.
3.Intertextuality – a text within a text
4.Parody – comedic / satirical effect.

7. Postmodernism
This is when a text has ‘ borrowed ‘
features/ styles from another text for a
particular purpose. There are 4 types:
1.Pastiche – to copy
2.Bricolage - borrowed techniques from a
range of texts.
3.Intertextuality – a text within a text
4.Parody – comedic / satirical effect.