Outside speech, the association that is made in the memory between words having something in common creates different groups, series, families, within which very diverse relations obtain but belonging to a single category: these are associative relations.
Ferdinand de SaussureOf all social institutions language is least amenable to initiative. It blends with the life of society, and the latter, inert by nature, is a prime conservative force.
Ferdinand de SaussureLinguistics will have to recognise laws operating universally in language, and in a strictly rational manner, separating general phenomena from those restricted to one branch of languages or another.
Ferdinand de SaussureThe ultimate law of language is, dare we say, that nothing can ever reside in a single term. This is a direct consequence of the fact that linguistic signs are unrelated to what they designate and that, therefore, 'a' cannot designate anything without the the aid of 'b' and vice versa, or, in other words, that both have value only by the difference between them.
Ferdinand de Saussure