Barthes – he is one of the leading theorists of semiotics, the study of signs

Pierce – Charles Sanders Peirce came up with the theory, which he called semiotics, meaning the philosophical study of signs

Saussure – he was a semiotician and a founder of semiotics/semiology

Semiotics – signs or symbols and their use or interpretation

Sign – An object or event in relation to something

Signifier- A signs physical form

Signified – The meaning expressed by a sign

Iconic sign – a person or thing used as a representative symbol 

an Indexical sign – a sign or measure of something.

Symbolic sign – A symbol is a mark sign or word that represents something

Code – a system of words, letters, figures, or symbols used to represent others

Dominant Signifier- most important sign in a product

Anchorage – signs that fix meanings

Ideology- a system of ideas

Paradigm- a group of signs

Syntagm- a linguistic unit consisting of a set of linguistic forms, signs that are connected to work together

Signifcation- the representation or conveying of meaning.

Denotation- the literal meaning of a word

Connotation- the abstract meaning or intension of a term

Myth- a widely believed but false belief or idea.

Radical text – A text that challenges the dominant ideology.

Reactionary – dominant common sense, supports the dominant ideology