..". 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
Eco''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.