Semiotics

(Morris) the main person behind semiotics stated that there are 3 stages in which semiotics happen they are:

Perception Stage- This means to become aware of object and or sign
Manipulation Stage- This means that the person interprets the sign and has decided how to respond to it
Consummation Stage- The person responds to the sign

Denotation
The denotation of something is the literal meaning involved,  an example of this is if you find the definition of car it states:

An automobile. A vehicle that runs on rails, esp. a railroad car.

 This is the denotation as it gives the direction meaning of something and tells you what it is

Connotation 
The connotation of something is the meaning behind something rather than the actual definition of what it is, an example of this is:

A woman in white in a music video, this connotes that the woman is pure as the colour white represents purity.

The signs is this video are extremely touching and significant the transferring back to his past shows his happiest times, the slow music between his music awards and achievements show his importance