Eco Umberto'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.
"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
"The most significant text on the subject published in the English language that I know of." — Journal of Communication