In this article, Barthes aims to investigate the possibility of changing a meaning of a subject through representing it, as well as how an image is able to get it’s meaning.
Some of the key concepts listed in this article includes the linguistic message, which come in the form of captions and text. In the example of the Panzani advertisement, having the label “Panzani” in the advertisement gives a denotative and connotative code as the name gets people associate the showcased products with the “Italian” culture. This shows that by including the label, this influences the viewer’s perception and understanding of the information provided to them through the advertisement through the “Italian sound” of the brand’s name, and literal products they are selling (such as Pates, Sauces, Parmesan, all related to the Italian culture”).
The coded iconic message includes the visual information that the viewer is being presented with, such as an open bag as opposed to being up in a shelf, signifying the freshness of the product that they are trying to sell. Through this, this is an example of how an image is able to gain it’s meaning as the marketer wants to show the audience what “experiences” they can have when using their product, such as freshness.
Through the examples given, I would have to agree that the text associated with the advertisement does influence the meaning of the picture, as well as the choice of arrangement of the subject matter. This includes whether the words in the advertisement are to describe what is being shown in the picture, or even what experiences users can have through the use of the product. The arrangement of the pictures also plays an important role to give a connotative message to the audience, creating an interesting visual image as people are left to do the deducing on their own.
From this, an image is able to change it’s original meaning through being re-presented and influenced by factors that do not necessarily require the viewer to understand context in order to understand what is being presented to them.
This advertisement is prime example of giving me just enough information to inform me about the product the company is selling, and to which market segmentation they are aiming at. When words are omitted out, the image that I am given is simply a person being handed a bowl of noodles whilst they are doing work in the computer. This can leave me to literal interpretations such as “giving someone a bowl of noodles whilst they are working on an essay”, and nothing else.
With the addition of the words “Always Good” my interpretations changes to the bowl of noodles being suitable for any occasion, even though you are working on assignments. Through this, I am able to infer that maybe the advertisement is aimed towards people with a busy lifestyle, such as working adults or students, as they live a fast paced life (usually using technology, such as a laptop). As such, through the denotative code, I was able to infer that this was an advertisement for noodles, but through the connotative code through the words “Always Good”, I am able able to infer that this was an advertisement for noodles aimed at people who live a fast paced life as they are good for any occasion, even when they are busy doing work.
Another interesting thing about this advertisement that it was able to affect me on a personal level. Without any knowledge of the product, I personally would find this picture to be attractive and appetising, making me crave noodles whilst I am doing this write up (and incidentally, happen to be on the laptop). However, when I zoom in to the words “bacon” on the small packet of noodles, my attitude changes to a negative one, as I am someone who consumes halal meat. I find that viewing this picture as something “appealing” to the quick transition of me being disgusted by the image (because it is against my values to consume bacon) an effective example of what words can do to influence the meaning of the picture when presented to the wrong crowd. Due to the fact that I now know that the bowl of noodles contains bacon, I no longer crave noodles for dinner.