<P>"... the greatest contribution to [semiotics] since the pioneering work of C. S. Peirce and Charles Morris." —Journal of Aesthetics and Art Criticism</P><P>"... draws on philosophy, linguistics, sociology, anthropology and aesthetics and refers to a wide range of scholarship... raises many fascinating questions." —Language in Society</P><P>"... a major contribution to the field of semiotic studies." —Robert Scholes, Journal of Aesthetics and Art Criticism</P><P>"... the most significant text on the subject published in the English language that I know of." —Arthur Asa Berger, Journal of Communication</P><P>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.</P>