The second short paper is due for next class. There are also two short texts to read, listed as 10b. Note: you do not need to submit a response to those texts.

Paper Requirements:
The second 2-3 page paper is a response to Roland Barthes’ Rhetoric of the Image. The objective for this paper is to analyze the rhetorical elements of a recent advertisement. The ad should be from a print magazine.

The chosen advertisement must use photographic imagery, and must include text. Begin by describing the image in as much detail as possible, examining the characteristics of the pictured objects, models, environment, etc., as well as the layout, typography, interaction of forms, image style and composition of the entire ad. Try to identify all of the signs at work in the image.

Make your best attempt to articulate the meaning of the image, using Barthes’ terms. What are the linguistic messages? What are the non-coded iconic messages? What are the coded iconic messages? Identify the denotative and connotative aspects, the use of anchorage and relay, the semantic and lexical components, etc. Consider the effectiveness of the advertisers’ rhetoric, and the ideological metalanguage employed.

This response will be submitted as a 750-1000 word typewritten paper, double-spaced in 12 pt. Times New Roman. Include an image of the advertisement under consideration. All references and quotations, including image sources should be properly cited in MLA format. Upload a PDF to a new Post on OpenLab before class on the 16th.

Note: I am well aware of the versions of this essay that can be found online. Submissions that address the ads examined in those versions (i.e. the chopped up Heinz bottle, the VW porcupines) will not be accepted.