Semiotic Theory

A sign consists of a Signified and the Signifier. For example a Fish as a word does not mean the Fish. Its a sign for for the real object Fish.

Signs Represent in three ways:

Icons - Resemble what they represent. Example, Phone represents a Phone

Symbols - Only represent something or someone by agreement. Example, Rolling Stones Tongue

Indexical Signs - indicate something only by association. Example, A fire hazard sign.
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Denotation - When a sign refers to a literal meaning of the signified, referent or concept.

Connotation - When the signs refers to the meanings associated with the signifier, referent or concept.

Myth - It is taken for granted or given ideas about attached to the signified, referent or concept.

See detailed explanation and examples on all three of the above here and in a more simple layout here.

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Polysemy - Means many possible things. Many texts. Particularly those that contain icons can be understood in many different ways. 

Anchorage -  Restricts to many possible meanings to a preferred or dominant reading. Text usually anchor film or photography. Nevertheless music can also be used to anchor.

Montage - When two or more images are put together to form a sequential or combined whole meaning.

Juxtaposition - When two or more images are brought together to change each other's meaning. A picture of Martin Johnson next to a Gorilla is different to him next to a hippo.