“This is, then, no longer a sequence of mere objects, but a chain of signifiers, in so far as all of these signify one another reciprocally as part of a more complex super-object, drawing the consumer into a series of more complex motivations. (Baudrillard, 1998: 27)” ConsumersBaudrillardSignification Book:Baudrillard for Architects Source: Baudrillard for Architects
“Barthes referred to semiology, the science of signs, in pursuing this task. He followed Ferdinand de Saussure’s claim that a sign is merely the outcome of an arbitrary relationship between a signifier (a word, picture, utterance) and a signified (a concept or mental image to which the signifier gives rise) – implying that the words we use have no fixed meanings in themselves. De Saussure called this ability of the sign to represent or convey meaning signification.” BarthesSignificationSemiologiaSaussure Book:Baudrillard for Architects Source: Baudrillard for Architects