An icon is a Signifier pointing to a Signified. The relationship between the signifier and signified is an arbitrary relationship. The signifier is the object and the signified is the mental concept. His "sign/signifier/signified/referent" scheme forms the core of the field. A second way to define the signified and signifier relationship is C.S. Peirce's Peircean Trichotomy. A sign, then, is essentially a relationship between signified and signifier. He believed that the relationship between the signifier and the signified was arbitrary. Using semiotics, Jakobson believes that meaning lies with the signifier and not in the signified. A product has a signifier and a signified. The "sign" is thus the combined association of signifier and signified. In other words, how the signified becomes more important than the signifier . The relationship between signifier and signified is, however, not quite that simple. The "key to advertising analysis" is the signifier and the signified. Saussure considered a sign as having two sides, "signifier" and "signified". Violent repression is the biggest signifier of the authoritarian nature of the Burmese government.