In the text Rhetoric of the image, Roland Barthes is mainly trying to examine and understand the messages that images contain. He is also asking how ideology charge image and transmit an education purpose to the society. He uses the Panzani ad to see how deferent messages are conveyed trough system of signs.
He classifies the message into 3
1-The Linguistics “both the caption and label of a product’
2-the code iconic message “all meanings associated with images
Like for example the open bag signifies freshness and the color signifies Italianicity
3-A non-coded iconic message the literal element which Roland basically identifies as a signifier and signifies message code