Semiotics has been an academic discipline for over 100 years. According to Zhao, a "sign is the perception that carries meaning" (Zhao, [7], 1); therefore, semiotics is "the study of meaning" ([7], 2). In the third book of his trilogy, I Philosophical Semiotics i ([8]), Zhao develops "exhibition" into a general criterion to distinguish the specific type of cultural text: "only through exhibition can we decide the way we interpret the cultural text" (Zhao, [8], 225). In this regard, Zhao's book should be regarded as a pioneer in the age of new semiotics, because it is, so far, the first monograph that refines "signs" and "semiotics", and thereby reconstructs semiotics at the root. [Extracted from the article]