The Rhetoric Of The Image – Roland Barthes (1964)

Standard

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.

View original post 1,549 more words

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s