Overview
“Rhetoric is the ‘technique of using the means of expression to persuade’. The hallmark of all rhetoric is that it involves at least two levels of language, the primary or denoted (non-coded) and the figurative or connoted (coded).”
Aesthetics of Photography
You will be reading and annotating an excerpt from Roland Barthes’ 1977 essay, “Rhetoric of the Image.” This essay is challenging, but it contains important tools for deconstructing visual design using a semiotic approach, including “close reading” of visual images. We call this “Visual Rhetoric.”
Key Themes and Takeaways
Key Ideas
Roland Barthes was a prominent French thinker associated with the field of semiotics and the Structuralist movement. His essay, “Rhetoric of the Image“, was written in response to a series of articles that Barthes had been following in a well-regarded linguistics journal. Barthes attempts to demonstrate that images contain most of the same semiological elements, ie, signs, signifiers, signifieds, as a spoken or written language.
Building on Saussure and Peirce, Barthes argued that when we construct a sign (encoding), its reception (decoding) does not take place in a vacuum. Our individual experience, society, and culture impact its meaning and how it is interpreted.
- Semiological elements are present in an image, yet they differ from language in that they imitate nature, and are non-linear.
- Every image, especially photographs in advertisements, consists of 3 messages: (1) a linguistic message, (2) a non-coded iconic message, and (3) a coded iconic message
- The linguistic message of an image is the textual component that works alongside representational aspects of an image (most advertisements combine text and image)
- A linguistic message can direct the viewer toward a clear interpretation, or invite unexpected interpretations
- The non-coded iconic message of an image is the objective, denotational, literal, perceptual, innocent meanings that can be understood from the image.
- The coded iconic message of an image is the subjective, connotational, cultural, symbolic, ideological meanings that can be understood from the image.
- Images are rhetorical in the sense that coded elements perform functions similar to those of persuasive linguistic devices
Key Terms
- Encoding: creating a message for transmission (i.e., creation and distribution of an advertisement)
- Decoding: the process of interpreting a message (i.e., watching and interpreting an advertisement)
- Denotation: Literal meaning (a message without code)
- Connotation: symbolic or cultural meaning (a coded message)
- Linguistic message: words used to convey meaning
- Non-coded iconic message: an image with literal meaning
- Coded iconic message: an image with a coded message
Helpful Resources
Because this can be a difficult text with many new terms, consider reviewing some or all of the following before reading the text:
Due Date(s)
Your reading response is due the day before the next session to allow time for review.
Instructions
1. Open the reading and enable Hypothesis
In a new tab, open the essay Roland Barthes’ “Rhetoric of the Image“ essay from Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977. (excerpt)
If the reading link above doesn’t automatically open Hypothesis, use the Paste a Link feature. Login to your account and select our group COMD Theory Fall2023 Group (IMPORTANT!) from the dropdown to make sure your annotations and highlights will be recorded in the group. See Using Hypothesis for details.
2. Consider these questions/prompts
As you read, make note of all important terms (ie. linguistic sign, connoted, denoted, etc.), especially if their meaning is unclear. Also, make note of important points that you don’t completely follow.
- Define and identify the three types of messages that Barthes breaks down in the Panzani advertisement (linguistic, coded iconic, non-coded iconic).
- How is the Panzani advertisement trying to persuade and influence the viewer?
- Record a list of questions you have concerning the reading.
3. Read & Annotate.
Consider the questions/prompts listed above. Start to formulate the answers to these questions while you practice close reading with annotations. Share at least 3 annotations in the Hypothesis group, including your questions, definitions, and ideas with your classmates.
Add the tags: Rhetoric of Image and Reading Response 7 to your annotations in Hypothesis.
4. Draft your Reading Response.
Write a draft of your 200-word response in your Writing Portfolio focusing on the prompts above. Also, include anything that you don’t understand from the reading. Check for grammar/spelling errors using Google Docs spell-grammar check or Grammarly. Use the word count tool too. Add a numbered or bulleted list of links to at least (3) of your Hypothesis annotations. In Hypothesis, select the Share icon and copy the URL. (see Using Hypothesis > Share)
and include your understanding of the key terms identified in the essay. Also, include anything that you don’t understand.
5. Add your Reading Response in a comment.
When ready, add a comment at the bottom of this post. Paste your reading response from your Writing Portfolio into the comment box. Adjust any formatting issues that may have occurred while pasting.
Resources
- Full image with caption
- Video giving an overview of how to close read “Rhetoric of the Image“
- Breakdown of “Rhetoric of the Image” by Lesley Lanir
- Breakdown of “Rhetoric of the Image” by Hugh McCabe
Texts
- Roland Barthes “Rhetoric of the Image” essay from Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977. (excerpt)
- Full Text: Roland Barthes “Rhetoric of the Image“, Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977. pg32
More info
- Tutorials > Using Hypothesis
- Assignments > Writing Portfolio
- OpenLab Help > Commenting on a Site
In “Rhetoric of the Image”, French theorist Roland Barthes deconstructs the “visual rhetoric” of a Panzani advertisement. Through Barthes analysis he discovers three types of messages, linguistic, coded iconic, and non-coded iconic. The linguistic message contains the copy and the product labels. The copy is in French as it is for a French audience. This text is denoted as it directly relates to the product above it. The copy reads, “Pates – Sauce – Parmesan, A L’Italienne de Luxe”. The product label reads, “Panzani”, it has both denoted and connoted messaging. It serves as the name of the company/brand and also derives from Italian culture and language, known as ‘Italianicity’.
The image relies on both coded iconic and non-coded messaging through its imagery. The coded iconic messages rely on the viewers knowledge of culture and cuisine. First, the alluded “return from the market” scene established by both fresh and processed products spilling out of a string bag. These elements also signify the relationship between the produce and the products as a well balanced meal. Second, the colors red, green, and white, and the tomato act as signifiers of the signified ‘Italianicity’. Lastly, the non-coded messaging is the literal interpretation of the photograph, everything that is presented means and stands for exactly what it is. The Panzani advertisement’s goal is to persuade the viewer that they can have the authentic Italian cuisine experience right in France.
Questions/Thoughts:
The three types of messages Barthes breaks down are:
The ad is trying to influence the viewer by using positive qualities like freshness, home cooking, and an appealing Italian aesthetic.
Here are some questions I have:
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The three types of messages that Barthes breaks down in the Panzani advertisement is the linguistic message: which would be the description in the ad telling us what it is, the coded iconic message: which is the story that the image of the ingredients portrays, and non-coded iconic: which is the literal “what it is” of the photograph, the vegetables and sack and pasta that we “see” when we look at the image. The advertisement is trying to persuade and influence the viewer by showing us the freshness and authenticity of Italian in ingredients.
Questions:
How does Italianicity correspond with the three messages of Barthes?
Annotation 1:https://hyp.is/VBaxLHj0Ee6aBaNSiSc0_g/openlab.citytech.cuny.edu/spevackcomd3504fa23/files/2022/11/Barthes_PanzaniUpdatedImage.pdf
Annotation 2:https://hyp.is/zPp5wHj0Ee6tAD9Urbde9w/openlab.citytech.cuny.edu/spevackcomd3504fa23/files/2022/11/Barthes_PanzaniUpdatedImage.pdf
Annotation 3:https://hyp.is/BSY3Jnj1Ee6dLqu1vh_fqw/openlab.citytech.cuny.edu/spevackcomd3504fa23/files/2022/11/Barthes_PanzaniUpdatedImage.pdf
Barthes theorized that images, in particular advertisements could be broken down into three messages, linguistic, coded iconic, and non-coded iconic. When examining the Panzani Ad through this lens we can first identify the linguistic messages. Linguistic messages come in the form of text. In the Panzani ad the linguistic messages include the caption and product labels. The dennotational aspect requires the audience only to understand the language in which they are written (French), while the connoted message of the name “Panzani” is italian-coded, persuading the viewer to buy into the authenticity of the brand.
The non-coded iconic aspects of the ad pertain to the literal meaning of the image itself. We see a shopping bag, full of produce and the product on a red background. This information requires no learned cultural connection but is simply a literal interpretation of what the photograph portrays. The coded iconic message of these elements requires learned cultural context to understand. The shopping bag is more than a shopping bag, it signifies the act of going to a market and hand selecting fresh food. It carries connotations of domesticity, authenticity, and freshness. It reaffirms the linguistic messaging of “Italianicity”. The color palette reiterates this by being solely comprised of colors found on the Italian national flag.
All of these messages work together to persuade the audience that Panzani is an authentically Italian brand and product. They do this by coding the ad with culturally contextualized pieces of “Italianicity”. The linguistic, coded iconic, and non-coded iconic messages all restate one another to assure the audience of the brands legitimacy.
Annotation I / Annotation II / Annotation III
When looking at an advertisement, our minds almost seem to unravel a story based on the elements presented to us. In Roland Barthes’, “Rhetoric of the Image”, a Panzani advertisement is dissected based on the literal and photographic elements that are present. In addition to these elements, Barthes expresses that it doesn’t take much to identify the messages within the ad. The linguistic messages include that of the packaging that contains the name of the brand and product across the pasta, the can, and the cheese bag. It also includes the text sitting at the bottom of the ad that references these items and its relation to being a part of an Italian dish . The coded iconic messages are those based on knowledge of the Italian culture and dish, the photographic elements and what conclusions can be drawn from them. Barthes’ supports this explanation by describing that the vegetables are representative of the ingredients, the quality and the colors are representative of the Italian flag. It is more symbolic and open to interpretation. The non-coded iconic messages are straightforward, representative of what simply is. The vegetables are vegetables, the string bag is a string bag, the pasta is pasta, the words are words.
The Panzani advertisement is trying to influence and persuade the viewer by allowing them to build up a narrative on their own. The viewer makes the connection of the fresh produce to the brand, creating expectations that must be further explored. The ad generates curiosity about what Panzani has to offer.
Questions:
How different/similar are our analyses of visual messages? Oftentimes they are culturally/knowledge based and we all come from different/similar backgrounds.
How does this affect how we break down a visual message?
How far can our analyses go? Who is to tell us when we are right/wrong about an observation? Does the designer? Are all ads always open to interpretation?
Why are stereotypes utilized for visual aid? How can we steer away from that?
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A linguistic message could have a literal meaning or a connoted message that implies a certain sociocultural meaning or is associated with other things. In a non-coded iconic message, the signifiers represent what they are signifying in reality. It can be understood in a literal way. On the other hand, a coded iconic message will be more complicated, it requires background knowledge and information to understand the message. Linguistic message helps guide audiences to better understand the meaning of an image because signs and graphics can have multiple meanings and lead people to think in the wrong way.
The Panzani advertisement persuades and influences the viewer by detailedly arranging the scene of the advertisement to create coded iconic messages. Visual composition and color palette can highly affect people’s thoughts and emotions. The advertisement emphasizes the freshness and quality of the food by including colorful ingredients that look fresh and tasty. The placement of the ingredients did not outstand the actual product, instead, it played the role of assistance to help the product to be more attractive. The colors on Italy’s flag: green, white, and red appear and imply these are related to Italy. These elements lead audiences to the right way of thinking this is an Italian cuisine.
Linguistic message is the written words in the advertisement. One example of this in the ad can be the brand name “Panzani”. Coded iconic messages convey symbolic meaning using visuals. An example of this can be the use of specific vegetables to represent the italian flag in the ad. Although it doesn’t have any flag, the use of the colors symbolize it. A non-coded iconic message conveys with a direct representation without using symbolism. An example of this is the literal pictures of the vegetables in the advertisement. There is no other meaning than the vegetables themselves. This advertisement uses a bag filled with fresh vegetables that imply Panzani uses fresh ingredients in their products. They also use the italian colors that create an italian aesthetic and incorporate their culture. This can catch the eye of Italian viewers when looking at the advertisement. Together this can persuade the audience into getting a specific message or view of Panzani as a brand. After reading this text, these are the questions I have:
ANNOTATION 1
ANNOTATION 2
ANNOTATION 3
The three types of messages that Barthes breaks down in the Panzani advertisement are linguistic, coded iconic, and non-coded iconic. Linguistic is when an image sends its message through language. In the poster, the message is in French which is for French readers, so only people who can read and understand French will understand the message. Coded iconic is looking at the poster, we can still understand some parts of it without words. In the poster, there are tomatoes, peppers, pasta, and mushrooms in a bag. With this, it can be understood that the ingredients were just bought from a market as also said in the article, “return from market.” The colors from the poster also give hints of Italian culture with green and red. Non-coded iconic is conveying the message without words or symbols. Pasta is just pasta and the vegetables are just vegetables with no other meaning. Since the language is French, I think that the Panzani advertisement is trying to persuade and influence the French people that they can experience real Italian pasta in their country.
Some questions I have had while reading:
Since linguistics is conveying a message through language, does that mean people who can’t read or understand French will be unable to know what the poster is about?
If the company didn’t have an Italian name, would people still know the hints?
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The three types of messages Roland Barthes’ essay Rhetoric of the Image analyzes are linguistic, coded iconic, and non-coded iconic messages. In the context of the Panzani advertisement, linguistic messages include anything text or written information. Like the name of the brand or any information about the product(s), this provides direct information to the viewer. Coded Iconic messaging are culturally significant symbols that convey meanings; In the Panzani ad the packaging colors evoke a sense of italian authenticy appealing to cultural stereotypes. Non-coded Iconic messages are elements that are universally recognized and do not rely on specific cultural codes. In the Panzani ad, the arrangement of the products and color scheme are elements that don’t necessarily have specific cultural connotations; but add to the overall message being conveyed. The Panzani Advertisement is attempting to persuade the viewer by tapping into their culture expectations and ideas related to Italian food. Using culturally coded visual elements, the ad tries to create a sense of authenticity; suggesting the products are genuinely Italian. This relies on the viewer’s emotional connection to cultural symbols to make the product feel more desirable.
Are there any problems with using Barthes’ ideas to understand ads, especially when considering different cultures around the world?
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Linguistic message: The copy in the advertisement, the brand name “Panzani” and the labels on the products themselves
Coded iconic message: The familiar visual assets that many audiences would associate with Italian culture, the colors and ambiance. Or how Bathes would describe it as, italianicity.
Non-coded iconic message: The visual elements that are associated with Italian culture without knowledge of the culture. This includes the pasta, tomatoes, onions, etc.
Questions I have:
How successful was this ad in promoting this item? Did they receive backlash?
Is this a renowned brand of pasta or is it frown upon in the Italian community?
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Roland Barthes analyzes the visual messages of the Panzani advertisement and identifies three types: Linguistic, coded iconic, non-coded iconic. The linguistic message refers to the text shown in the label as well as the caption. The copy written in French gives away the language and intended audience. The copy presents the literal denotation of the product but the word “Panzini” contains connotative messages of the word sounding Italian, evoking authenticity.
The coded iconic messages contained in the image rely on presumed knowledge of the audience. The familiarity with Italian cuisine (including the green, white, and red colors of Italian flag) and the presumption of domestic lifestyle of frequent trips to the grocery store (fresh goods) plays into the coded message of fresh, quality ingredients and “Italianicity”.
Non-coded iconic messages can easily be interpreted as it is a literal representation the image portrays. The actual objects (tomatoes, mushrooms, pasta, bag) shown are understood for what they are.
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Excellent observations, Morgan. Did any questions come up for you about this topic? Perhaps ideas about audience or reception? I see you mention this in your annotations. Can you think of any contemporary branding or advertising where the visual and/or linguistic messages are received differently due to cultural or language differences?
NOTE: Private response is visible only to instructors and to the post’s author.
In “Rhetoric of the image” Barthes uses a French ad for an Italian food company as an example of different kinds of messages within one imagery. The Linguistic Message is the words in the advertisement that add meaning to the image overall, the name of the company “Panzani” and the text “Pates – Sauce – Parmesan, a l’Italienne de luxe” add to the visual message of quality and culture. The coded-iconic part is the image in itself and what it represents, it is food, and it can be seen as cultural food that can be thought of in relation to Italy. Perhaps fresh ingredients as they seem to be coming out of a produce bag. The non-coded iconic is what is implied by the image that may not be so easy to see. Maybe these ingredients show quality, freshness, and health. The advertisement appeals to its audience by providing a sense of Italian culture and by using certain elements, showing signs of quality.
This advertisement is specific for French audiences, and other similar advertisements using food and culture could be used, my question is how would someone who is not familiar with these cultural stereotypes understand this advertisement?
Are most signs universal? Or are they very dependent on the particular audience?
The first message is a linguistic message which is the captions or writing in a photo. In this photo the linguistic message is two : denotational and connotational. Since, however, we have here only a single typical sign it will be counted as one message which is the caption of this photo. The second message is Coded iconic, which is basically the tomatoes, the pasta and everything else in the photo. The third message is non-coded which is the photo itself, the sign of this message is not drawn from an institutional stock, is not coded.
Some questions
-can there be more than three messages
– can there only be less than three messages in an ad
-how does these messages affect the audience
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