Reading Assignment : Rhetoric of the Image by Roland Barthes

    1. What are some of the key questions Barthes aims to investigate in the article?

    i. How does meaning get into the image? Where does it end? And if it ends, what is there beyond?

    ii. What are the functions of linguistic message with regard to the (two fold) iconic message? Anchor and Relay

    iii. What is a lexicon? A portion of symbolic plane (of language) which corresponds to a body of practices and techniques.

  1. What are some of the key terms/concepts introduced and discussed?

    First Message : Substance is linguistic, i.e. caption, labels, etc.
    Connoted message : Interpretive association
    Denoted message : ‘dictionary’/literal meaning
    Second Message : Iconic Message – coded or non coded

    Polysemy : the ability for an image to have multiple meanings or interpretations

    Anchors : A means to direct the audience’s attention or focus to a particular interpretation or view of the image.
    Relay : Text that provides information not provided by the image itself. Text that pushes the image forward to add an additional layer of information and strengthens the core idea or motive in an image.

  2. Do you agree or disagree with his argument and point of view?

    I feel that Barthes’ way of looking at an image and creating a structure or format for others to be able to more accurately interpret and look at a piece of art or an image was well thought out.

    Barthes’ perspective covers many fundamental bases in a very practical way. Using an advertisement (a ubiquitous form of media) as a core example to reinforce his arguments helped shape the scaffold of his argument and allowed for the audience to better relate to his examples.

    His scaffold helps us be able to understand what the artist was thinking when he came up with the image, which was to cater to an audience. Essentially, we understood the artist’s motives and through Barthes’ scaffold, we were able to see how the artist cleverly places certain subject matters where they were placed in order to better be able to direct the audiences’ attention and focus to the topics that the artist wants them to concentrate on. It also shows how the artist was able to make use of the audiences’ subconcious minds and their ability to draw links between different items or subjects (such as Italians and pasta) to add an additional layer to the image, allowing for a deeper connection and understanding of the image from the audience.

    Generally, Barthes’ scaffold allows for both amateur and experienced artists alike to have a formula to fall back on should they not know how to approach an image or art piece. It is well formulated and is a good foundation for which people can refer to to know how they can start interpreting and understanding images.

    However, his scaffold is limited to the audiences’ knowledge of the context and background of the art piece or image. While his scaffold does help with finding a start line for the interpretation of an art piece, it does not give a concrete answer as to what the artists is thinking nor would it be able to give contextual information or information that was not provided in the image that could help the audience better understand the separate layers behind the image. While this is a limitation that is out of Barthes’ control that undeniably cannot be helped by scaffolds of any other kind, it still stands as a limitation to his viewpoints and arguments on how an image should be viewed; if an audience cannot even begin to comprehend a piece, what use would his scaffold be?

  3. Provide a brief analysis (200 words) on an advertisement of your choice by using the terms/ concepts proposed by Barthes and discuss the role of text and its relationship with the image in the advertisement. Please include an image the advertisement in your post.

    Several elements in the image attached helps paint a picture of the background of the story that the advertisement tries to push forward. Such elements add to the non coded iconic message in the center of the screen, that Budweiser, in conjunction with fold of honour, has a campaign to help fund scholarships for military families.

    In the background we can see old pictures of a soldier on a shelf, with the connoted message being that the home desk on which these pictures lie belong to an ex-military personnel. Through the use of blurring, the artist anchors the audiences’ attention to the center and forefront of the desk.Right in the front of the desk lies an acceptance letter for a scholarship appeal addressed to a female, presumably the owner’s daughter. It connotes that the soldier in question has a daughter and that their family is in need of financial assistance for the daughter’s opportunity at higher education. Thus, even without the text in question, a picture has already been painted of Budweiser as a company; that they care about their customers by engaging in charitable movements and campaigns that help consumers of Budweiser.