The Signifier and the Signified
The signifier refers to the physical object or word that is there for example red.
The signified refers to the connotations and ideas that come with being exposed to the signifier. In this case red can be associated with warning and danger as well as love and romance. It is specific to the individual.
According to Saussure, symbols can be used to create meanings.
This theory is adopted by the media industry in the way that music videos use objects, colours, signs and other things that are used as a signifier. From these, the audience gains information and forms their own opinion on what the music video is about, just from the objects that are placed on screen.
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