Semiotics.

Semiotics (otherwise referred to as semiology) is defined as the study of signs and symbols. Instead of looking into what something is, semiotics looks into the study of how meaning is formed. It is something that is continuously used in everyday society as part of communication and interaction. It is a field of study which encompasses countless amounts of methodology and theoretical perspectives.

Signs can be embodied in numerous ways, whether it is in the form of visual things such as drawings, photographs or paintings but also in the shape of words, body language, sounds, facial expressions and slogans.

Apple

Signifier: This term is the literal depiction of an image, for example in the picture above, the signifier is ‘Apple’ and their actual brand.

Signified: The signified is the construed meaning. Apple has intelligently designed both the logo and brand name to epitomise all the traits of an actual apple: there are numerous characteristics that go hand in hand with an apple such as the forbiddingness and temptation that derived from Adam and Eve, the nourishment from an apple itself, the classic saying ‘An apple a day keeps the doctor away’ which signifies health and the cultural association with knowledge. 

Refernce List:
http://www.youtube.com/watch?v=rEgxTKUP_WI
'Semiotics for Beginners' by David Chandler. Available at: http://www.aber.ac.uk/media/Documents/S4B/semiotic.html