Semiotics
Semiotics, or semiology, is the study of signs, symbols, and
signification. It is the study of how meaning is created, not what it is.
Anchorage
Fixing of meaning e.g. the copy text anchors (ie fixes to one spot) the meaning of an image (for instance, a single rose, that could be used for an advertisement for anything from a dating agency to a funeral home) in a print advertisement.
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