“The image immediately yields a first message whose substance is linguistic; its supports are the caption, which is marginal, and the labels, these being inserted into the natural disposition of the scene, “en abyme”. “
“Putting aside the linguistic message, we are left with the pure image (even if the labels are part of it, anecdotally). This image straightaway provides a series of discontinuous signs.”
“The signifieds of this third message are constituted by the real objects in the scene, the signifiers by these same objects photographed, for, given that the relation between things signified and image signifying in analogical representation is not “arbitrary”.”
Three Main Messages Messages:
- Linguistics – The text that appears anywhere in the image.
- Coded Iconic Message – what the image implies and its cultural value. It is what the advertisers are trying to say to us and what we were meant to draw from the image.
- Non Coded Iconic Message – It is the message that you are processing based on the communication through a system of signs.
- Denotational – Is based on what is present in front of us and what we see.
- Conotational – Is based on putting certain ideas together from the information we gathered in the image.
- Anchorage – Brings things to your understanding. How the text supports (anchors) the image.
- Relay – Makes you ask questions about the image, and opens new doors for what the picture could mean. It also leaves room for interpretation.
This is the information that I understood best from the reading and what I was able to clarify more of. From what it seems the three messages are the most important thing understanding how to break down an advertisement image. What I found interesting was how most of the information based in an advertisement is based on what we know culturally and how we associate different objects with different cultures. For example the brand name of the pasta indicates to us that it is somewhat Italian and we see different objects in the bag that is next to the pasta like the tomato which indicates to us a classic spaghetti dinner. For people that don’t know the cultural meanings of these objects would be able to understand the ad as well as we do. I think this is how advertisers are able to communicate with us and is what gives an ad its power.
