SEMIOTICS
How the audience understands what is presented to them
SIGN
A form of communication we recognise
SIGNIFIER
A gesture, image, sound, event or pattern that conveys a meaning
SIGNIFIED
The meaning the gesture, image, sound, pattern or event conveys
CONNOTATION
The feelings or ideas associated with the word or object- not the literal meaning
DENOTATION
The literal meaning or word of an object