• In the reading they show a Panzani advertisement and the author breaks it down into 2 main things. The linguistic message and the pure image. With that he analyzes each sign of the advertisement.
  • He says the linguistic message shows the cultural aspect of Italianicity. Maybe I read the paragraph wrong but the author states that the French can decode this linguistic sign and French knowledge is required. I didn’t understand quite what that meant but sounds a bit biased to me. I feel that it’s an advertisement for everyone that everyone can decode.
  • He breaks down the advertisement into 4 signs and analyzes what the ad is actually showing us. He makes the reader get a deeper look into what the ad is conveying to the viewer.
  • The ad shows a scene in which somebody returned from the market with fresh produce.
  • I also find it interesting that he says this ad suggests shopping around for ones self instead of hasty stocking up. I thought that was interesting because a lot of families buy in bulk and they stock up.
  • The advertisement also shows the culture of Italy with the colors green, red, and yellow that appear in this ad.
  • The advertisement also suggests that the items are a “culinary service” (obviously) meaning that this meal in the ad is carefully balanced and good for the viewer. Unlike all the McDonald ads we see in the U.S.
  • Also never heard of the word “Quasi-taulogical” before so here’s the definition! Quasi meaning – seemingly; apparently but not really and Taulogical meaning –  needless repetition of an idea, statement, or word Rhetorical repetition, tautology (‘always and for ever’), banal metaphor, and short paragraphs are part of the jargon