Theory of Semiotics

... the greatest contribution to [semiotics] since the pioneering work of C. S. Peirce and Charles Morris.' -Journal of Aesthetics and Art Criticism... draws on philosophy, linguistics, sociology, anthropology and aesthetics and refers to a wide range of scholarship... raises many fascinating questions.' -Language in Society... a major contribution to the field of semiotic studies.' -Robert Scholes, Journal of Aesthetics and Art Criticism... the most significant text on the subject published in the English language that I know of.' -Arthur Asa Berger, Journal of CommunicationEco's treatment demonstrates his mastery of the field of semiotics. It focuses on the twin problems of the doctrine of signs-communication and signification-and offers a highly original theory of sign production, including a carefully wrought typology of signs and modes of production.