In Saussure’s concept of signification, there are two elements forming a sign, those are
signifier and signified. Saussure defined signifier as “sound image” which means any forms such
as words, images, sounds, names that represent an idea, while signified is defined as the
“concept” or the object that appears in human mental when the signifier is sounded or said.
(Saussure, 1915, p.66). The concept can be outlined as below.
Picture 1: Signification by Saussure
Based on the principles of Saussure, Barthes developed his concept of signification which
is mostly used to explain the phenomenon of culture, such as fashion system, diet, architecture,
painting, movies, commercials, and literature. In Barthes concept of signification, there are two
stages of meaning, denotation, connotation, and myth (2009, p.162). The Saussure’s concept of
signification as explained above is the first stage to get the denotative meaning. In the second
stage, the denotative meaning is attributed to extrinsic aspects outside of the denotative meaning
to forms another meaning. This other meaning is called connotative meaning. In the third stage,
the connotative is naturalized by the society and becomes myth. The concept can be outlined as
below.
Signifier Signified
Denotative meaning Connotative meaning
Myth