(sociology, philosophy) A signifier—that is, a linguistic sign, a label or slogan—with a vague and variable meaning.

In semiotics, signified and signifier (French: signifié and signifiant) are the two main components of a sign, where signified is what the sign represents or refers to, known as the "plane of content", and signifier which is the "plane of expression" or the observable aspects of the sign itself.