signifer/ˈsɪɡnɪfə(ɹ)/EtymologyFrom Latin signifer, from signum (“sign”) + ferō (“to bear”).adjBearing signs.“the circle called Signifer, or the Zodiake”nounSomething that indicates or signifies; a sign, symbol, or codeword.“In other words: the advertiser creates a new sign of which the signifier consists of the happy face and the signified can be defined as "using this product makes (you) happy"..”