Signification: analyzing meaning Denotation: the common-sense and obvious meaning of a sign Connotation: the interaction between the sign and its user when the sign meets the feelings or emotions of the users and the values of their culture Myth Symbol: standing for sth else through convention E.g. a Rolls-Royce is a symbol of wealth and statusSignification: analyzing meaning  Denotation: the common-sense and obvious meaning of a sign  Connotation: the interaction between the sign and its user when the sign meets the feelings or emotions of the users and the values of their culture.  Myth:  Symbol: standing for sth else through convention. E.g. a Rolls-Royce is a symbol of wealth and status