About the Book:” . . . 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.