The proposed research examines Ferdinand de Saussure's acknowledgment of the challenge in defining "What is a sign?" Saussure argued that reconstructing words through the retrospective method enables linguists to explore ancient languages, predating the emergence of nations on the historical stage. In this context proposed study delves into the intricate interplay between word as a sign, cultural memory, historical contexts. By situating these elements in diverse historical contexts, and using medieval literature as a focal point, the research investigates the evolution of the ideal of janan (beauty)in Azerbaijani literature, how it was portrayed across times, regions and cultures. This emphasis highlights the remarkable adaptability of familiar/parallel symbols, shedding light on their evolving conceptualizations and enduring philosophical significance across different periods. An exemplary focus of this analysis the term 'janan' (beauty), meticulously explored as both a linguistic entity and a symbolic representation in medieval poetry and religion, investigation delves into its nuances within temporal and spatial frameworks, including words cluster Qadesha, Ishtar (before monotheism); Alma, Betul (Judaism); Philologiae (early Christianity), from one side, and Janan/jan/Me-jn-un/jan-nat (Islam), from another side.Tracing the encounters between texts and contexts from antiquity to medievality, we will present some ideas of authors’ accordingly theory of prototype/ archetype/ stereotype chain (R. Geybullayeva) and theory of existential semiotics (Eero Tarasti). Both of them reaffirm the concept that symbols act as mediators, synchronizing texts with cultural memory.