- What are some of the key questions Barthes aims to investigate in the article?
- What is the nature of image?
- When do codes become meaningful carriers of information?
- How consistent and reliable are images as carriers of information?
- What are some of the key terms/ concepts introduced and discussed?
- Linguistics Message:
The linguistic message often takes the form of a textual matter. It is often used to give context and set a premise for the information presented in an image, e.g. caption in photos. - Pure Image (Denoted and Connoted):
Pure image is information presented in a series of codes in a visual matter. There are two layers of meaning to an image– denoted which would encapsulate the literal and unadulterated message; connoted which is the inferred meaning gathered from the associated meanings of the visuals in an image. - Lexicon:
A lexicon is a set of codes specific to a certain branch of knowledge or area of specialisation; a specific subset of language.
- Linguistics Message:
- Do you agree or disagree with his argument and point of view?
- Barthes mentions that photographs are a form of denoted message, going even as far to say that “for of all the kinds of image only the photograph is able to transmit the (literal information without forming it by means of discontinuous signs and rules of transformation”. He attempts to reinforce his argument by proving that alternative images such as painting are stylised and reflect hierarchical decisions. However, I beg to differ as photography is definitely not a neutral and truth-telling device. The very act of photographing something already means that the photo presents a curated and selected portion of the real world. Also, scale, angle and other formal devices like exclusion of information affects the way image is perceived and encountered.
- Conversely, I do agree with the idea of the limitation of the “metalanguage” in describing language and intangible states of matter. The poverty of vocabulary in our ordinary language is reflected in how eventually words used to explain words cannot be distilled into simpler terms. Instead words are used in a circular method to convey meaning and words are also not perfectly calibrated to be specific and absolutely accurate.
- 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.
This is an advert for Mcdonald’s Filet-O-Fish, it is very focused, engaging and also effective.
Firstly, the product marketed and focus is articulated clearly. The caption is straightforward and introduces the product name, this clarifies the denoted image of a burger-shaped tank as a connotation of the fillet-o-fish. The singular, centralised subject matter within the composition helps establish focus on the burger.
Next, a burger-shaped bowl with a live goldfish is very attention-grabbing, thus engaging consumers . The stark juxtaposition of a live animal (pet) and food invites viewers to consider this advertisement more than the usual gastronomic photos of food common in advertising.
Lastly, I find this advertisement effective as it coneys the idea of freshness and food safety— important qualities of food. By using the denoted image of a glass container the subject matter is connoted to be clean and refreshing. Meanwhile, a live goldfish suggests that the fillet-o-fish uses real fish meat and is also clean and safe. In view of food security issues and a greater desire for better quality food, I find that the advertisement addresses the fears and wants of the contemporary consumers by promising health and food safety.
(194 words)