Understanding Images and Results of the Theory

Roland Barthes- Rhetoric of the Image.

I have to confess on first reading Rhetoric of the Image, I couldn’t but feel overwhelmed. It was as though Barthes was speaking a different language, so many complicated and confusing words. However I believe the purpose of this text is to challenge us to think more about images and the linguistic nature.  The text goes on to discuss three types of messages; linguistic message, coded iconic message and non-coded iconic message.

Firstly Barthes looks at an advertisement for Panzani Pasta and other ingredients. He suggests that on looking at the image we will be able to receive a message straight away. The gist of the message is linguistic, meaning that because of the text in the image were are able to draw some conclusions of what the advertisement is for. Barthes suggests that both the caption for the advert along with the product label can further help decipher the image. The language that the caption is written in and also some of the text on the label is French. This is known as a denotational linguistic message. The name of the brand, Panzani, is Italian and this portrays the product as also being Italian. This is known as a connotational linguistic message. Taking away the linguistics of the advertisement we are simply left with the image. Again the image immediately provides the viewer with signs and ideas of the product. The idea of the overflowing shopping bag suggests the produce is fresh and ready to be eaten; also the colours that are use refer back to the ‘Italianicity’ of the product. However the designer of the advertisement when making decisions about text and image needed to decide if he/she wanted the image to reinforce the text or if they wanted the image to also give more messages. The functions of the linguistic message regarding the iconic message appear to be ‘anchorage’ and ‘relay’.

‘Anchorage’ appears to be the most common function found in the linguistic message usually in press photos and adverts. Anchorage is in place to help the viewer relate to and understand the image. The text and image ‘directs the reader through the signifieds of the image causing him to avoid some and receive others’. Thus it would suggest that the designer can put in place specific messages that he/she wants the viewer to understand.

‘Relay’ can most commonly found in cartoons, this is where there are only a small number of images and without the text the images are hard for the reader to understand. Therefore by inserting the text into the cartoon the reader can quickly decipher what is happening in the story.

Barthes suggests that advertisements although may appear to be natural in placement are in fact structured in such a way as to convey particular messages. This is known as the coded iconic message. In reference to the ‘Panzani’ image the colours the designer has chosen in their ‘still life’ represent the culture and the Italianicity of the product. This coded message along with others affirms the solidity of the produce. A non-coded iconic message is more simply about the image itself it is purely a visual thing that does not contain any hidden symbols or messages.

It is also suggested by Barthes that drawings cannot be decoded as no matter who draws there is always going to be a personal style influencing the viewer. A photograph however is impartial as no matter who takes the photograph the image will remain the same. ‘... the photograph is never experienced as illusion ....it’s reality that of the having-been-there’ this is similar to the saying ‘a camera never lies’ This means that although a photograph may be staged to convey particular messages, the viewer may take many different meanings away from it. It also enables us to understand that text aids readers to understand the image that they are looking at.

My results working with Barthes Theory

Although the concepts that Barthes suggests are quite difficult to understand I found the idea of underlying hidden messages quite interesting, as I am intruiged to know how people try to manipulate others. However with the images that I chose for my assignments below I discoverd that sometimes people can still have completely different ideas about what they see, no matter how much information is given. I tried to get people to take away the idea that the innocent gorilla has been caged up and it really would like to escape to paradise. Although most people eventually ‘saw’ this story, others still chose to leave elements of the story out altogether or add in new elements that were not apparent in any of the images. I feel that perhaps the images I chose or possibly the words that I added were maybe too difficult to understand or maybe did not convey the message well enough. I found these assignments particularly interesting and this is something I would like to investigate further.