The Rhetoric Of The Image – Roland Barthes (1964)

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Traces Of The Real

This essay is a classic semiotic text where Roland Barthes analyses an advertising image and uses it as a means of teasing out how different messages are conveyed by a system of signs. The ad he uses is the Panzani advert, within which he finds a rich layering of meanings.

Barthes commences by remarking that the word image stems from a Latin term meaning ‘imitation’ and then poses the central question of his essay – can images truly function of conveyers of meaning given that they are essentially imitations (or direct analogical representations) of something else. Do they really constitute a language, and if they do, how does meaning work within this language? He uses an advertising image to analyze these questions, as advertising images clearly have intended meanings. The image used is the Panzani ad which is reproduced below.

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