Who lives in this border has seen it, at least once. Is the largest sign at sight and is aimed straight at us. The “La Biblia es la Verdad” sign at the “Cerro Bola” in Juárez city is a perfect example to talk about what a sign is, using Roland Barthes theories.

As we have seen in Barthes section, a sign is divided in two types of signified, CONNOTATION and DENOTATION. Let’s analyze the Denotative aspect of this sing first:

Created in the 1980’s, envisioned by Gerardo Bermudes, the sign has 31 letters, all capitals, from which 11 have 15 meters of height and 7 of with, and the rest are 8 x 8 meters separated in 4 lines, all centered. Their structure is made out of limestone painted periodically in white . Sponsored by the Protestants Alliance in Juárez, each letter has to be repainted every year by one individual congregation. The translation of the sign in English reads: “The Bible is the Truth. Read it.”