Roland Barthes (his ideas of dominant signs / dominant ideology)
was a French literary theorist, philosopher, critic, and semiotician.

C. S. Pierce (and his categories of sign)
Peirce was an American philosopher, logician, mathematician, and scientist who is sometimes known as “the father of pragmatism”.

Ferdinand de Saussure (the separation of object and meaning)
was a Swiss linguist and semiotician

Semiotics: the study of signs and symbols and their use or interpretation.

Sign: an object, gesture or action that is used to convey information or an instruction

Signifier: A signs physical form

Signified: The meaning expressed by a sign

an iconic sign: signs where the signifier resembles the signified

an indexical sign: signs where the signifier is caused by the signified

a symbolic sign: signs where the relation between signifier and signified is purely conventional and culturally specific

Code:
a system of words, letters, figures, or symbols used to represent others, especially for the purposes of secrecy.

Dominant Signifier: most important sign in a product

Anchorage: signs that fix meanings

Ideology:
 is a world view, a system of values, attitudes and beliefs which an individual, group or society holds to be true or important

Paradigm:a grouped/typical example of something similar

Syntagm:
when a sign appears in a sequence, that creates a different meaning

Signifcation:
A representation or conveying of a message, a sequence to create meaning

Denotation:
The literal meaning of words in contrast to what the word suggests (Barthes)

Connotation:
an idea or feeling that is abstract to the meaning of intentions

Myth:
A false belief or idea

Dominant ideology: a dominant attitude values or beliefs in society

Radical: Challenges the dominant ideology

Reactionary: Meaning of something