arthes (1964) points out that the importance of both the signified and the signifier is the correlation that exists between them; it is within this relationship that sense is arrived at. “… that the words in the field derive their meaning only from their opposition to another (usually in pairs), and that if these oppositions are preserved, the meaning is unambiguous” (Barthes, 1964, p. 38). Out of the correlation, the sign is created. Saussure (1959) indicated the sign to be arbitrary in nature, initially based on the relationship between the signified and signifier. Barthes (1964) explained that the sign cannot be arbitrary forever when Semiological systems are conceived. Instead, Barthes shows that once sign assumes a role or use, it will earn its meaning along the line. The sign can definitely misplace its capricious in nature and become actuated (Barthes, 1964).

Syntagm and System
Barthes (1964) defines the Syntagm as an elongated mixture of signs. Within semantic analyses, this would be something like a sentence, where each is interwined to the other terms within the phrase. The Syntagm is likened to the system, which means other words within the mind, as in the case of the relations between “learning” and “internship” (Barthes, 1964, p. 58). Barthes goes further upon these minds by connecting them Semiologically to different systems, e.g. food. In food system, the systematic level becomes the various bags within a particular level (i.e. types of desserts), whereas the syntagmatic level becomes the menu choices selected for a full meal (Barthes, 1964).

Denotation and Connotation
The words denotation and connotation were used by Barthes for investigating the correlation between systems. Semiological system can be thought of as consisting of an expression, a plane of content and a relation between the two (Barthes, 1964). A connotation then unravels how one system can act as a signifier of this first relation, most especially how it represents the expression within the first system (Barthes, 1964). These elements were importantly useful for unravelling relations among systems of symbols, instead of just relations between elements.
SEMIOLOGY AND ADVERTISEMENT
The major common concepts in a highly distinctive market always comprise of marketing, advertising and communication. Especially, advertisements mainly bring the language, photo graphics, colours and other symbols for its own usage to make a product known and its grandeur on the customers and outside. In the current world, advertising is a large scale business and is a cogent part of the national economy