Because the book's new and exciting ideas about communication stretch the mind, it offers a stimulating and satisfying mental aerobics workout." —Journal of Marketing
No one has done more to advance semiotics, the study of signs, than Thomas A. Sebeok. In countless books and articles, he has written in a fascinating and erudite manner about almost every conceivable type of sign activity. This volume gathers some of his most accessible essays, all dealing with fundamental problems of contemporary semiotics, or what Locke and Peirce, following medieval tradition, called the Doctrine of Signs.