1. What are some of the key questions Barthes aims to investigate in the article?
Barthe aims to investigate How the meaning get into images.Can an analogical representation produce true systems of signs or is it just a container of free floating information? And what message that an image can pass to viewer.
2. What are some of the key terms/ concepts introduced and discussed?
The Photograph will offer us three messages: The linguistic message, coded iconic message, A non coded iconic message.
The image is linguistic .The image will provide a series of discontinuous signs.
What defines the third message is precisely that the relation between signified and signifier.
All images are polysemous;they imply, underlying their signifiers, a “floating chain” of signified, viewers are able to choose some and ignore others.
the drawing does not reproduce everything. However, to be a strong
message,whereas the photograph, although it can choose its subject, its point of view and its angle, cannot intervene within the object. In other words, the denotation of the drawing is less pure than that of the photograph.
3. Do you agree or disagree with his argument and point of view?
I do agree with Roland Barthes. A image contains a series of symbols which connote the message that the creator wants to pass to viewer. And the message of the image is not only one layer. The image is linguistic because it transform the text into a visual denotation.
4. 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 printed ad is aim to promote new bread “Sweet Potato Pot” of Breadtalk. This poster have both caption and photograph.
Apart from the caption there are three main Signs in the poster: The Bread , six guys with a hoe as well as the logo of Breadtalk . Two of them are digging the bread in the meanwhile the rest still trying to climb the bread. This designer change the scale of the people and the bread to create a .extraordinary scene.The dominant color of the poster is yellow: the filling of the bread and it shines like gold. Additionally, six guys are also in yellow shirt(yellow is a color implies appetite). At the first sight of the image, it has passed you a very strong message:the bread is very delicious!
Actually when we look at the post we will look at the image first. So the first impression will be the sign. it is straightforward enough for us to conceive the message inside. That why I agree with the opinion of “the image is linguistic”. After that , we read the text on the post,”I a gold digger”. It supports the message we have gained from the image and is in a complementary relationship with the image. The caption assist viewers to understand the linguistic meaning in the image.