-a 'signifier' is the form which the sign takes; and
the 'signified‘ is the concept it represents
Connotation would be the second order of signification: uses the denotative signifier as its sign and attaches an additional signified
Denotation would be the first order of signification: a sign consisting of a signifier and a signified
“the referential relationship between the sign itself and the reality it points to”
“the definitional, ‘literal’, ‘obvious’ or ‘commonsense’ meaning of a sign”