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. The use of visual images to communicate meaning is called “Visual Rhetoric.”
Key Themes and Takeaways
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 (signs) are present in an image, yet according to Barthes, they differ from language in that they imitate nature, and are non-linear.
- Every image, especially those 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 visual 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 “denotational” (objective, literal, perceptual, innocent) meaning that can be understood from the image.
- The coded iconic message of an image is the “connotational” (subjective, cultural, symbolic, ideological) meaning 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:
- 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
- Full Text: Roland Barthes “Rhetoric of the Image“, Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977. pg32
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 excerpt Roland Barthes’ “Rhetoric of the Image“ essay from Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977.
If the reading above doesn’t automatically open Hypothesis, use Add “https://via.hypothes.is/” to the start of any web address (URL) or use the Paste a Link feature. Login to your account and select our group COMD Theory Fall2024 Group (IMPORTANT!) from the dropdown to make sure your annotations and highlights will be recorded in the group.
2. Consider these questions/prompts
As you read, make note of all key terms listed above, especially if their meaning is unclear. Respond to the following prompts:
- Define and identify the (3) three types of messages that Barthes breaks down in the Panzani advertisement: 1. linguistic 2. coded iconic 3. non-coded iconic
- How is the Panzani advertisement trying to persuade and influence the viewer?
- Include any questions or observations you have about 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. Define any word or phrase that you don’t understand.
Add the tag: Visual Rhetoric to your annotations in Hypothesis.
4. Add your Reading Response in a comment on THIS post
Write a draft of your 200-word response in your software of choice. Check for grammar/spelling errors using Google Docs spell-grammar check or Grammarly. Check your word count.
Include links to at least (3) of your Hypothesis annotations in your response. In Hypothesis > select the Share icon > copy the URL. (see Using Hypothesis > Share)
When ready, add a comment at the bottom of this post and paste your response. Be sure to double-check the formatting before hitting “Post“!
5. Review and reply to your colleagues’ responses.
Acknowledge the responses of your classmates. Is there anything that surprised you or that you disagree with? Let them know. If you would like feedback from the Professor, please ask.
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Annotation
A clear example of a coded iconic symbol is the use of colors that mirror the ingredients representing the Italian flag—green stem, white mushrooms, and red tomatoes and peppers. These colors, woven into the visual presentation, act as cultural signifiers. Beyond their simple aesthetic appeal, they carry deeper meaning, reinforcing the connection to Italy’s identity. The combination of messaging and visual cues transforms this into a layered, coded message, instantly recognizable and rich with cultural symbolism.
Annotation
Cambridge dictionary defines “nature morte” as: a type of art in which paintings or drawings represent arrangements of objects such as flowers or fruit rather than people, animals, or landscapes Basically a still life but in this context its heavily dependent on the culture represented. I believe the very Italian photo along with the very Italian name can count as a linguistic message.
Annotation
This specific line stands out to me, my first thought when I looked at the image was this looks like someone just came home from a farmers market. The woven reusable bag, the non-bagged vegetables. It screams fresh and farm to table. great visual storytelling without having to spell it out. I believe this counts as non-coded iconic and coded iconic.
The Panzani Ad is trying to persuade the viewer into buying into the Italian romantism of fresh organic food. The woven bag full of unpackaged produce, the intentional use of the Italian flag colors. The Italianicity of the brand name and what visual imagery it evokes. Although this is an old ad, the intentional messaging throughout the image worked well then and would work quite well now.
I agree, I love how effortless they tried to make the AD look while also incorporating the brand. They let it speak for itself, and it sure did a great job at it. Would you have picked up a Panzani product, had you seen the ad?
Roland Barthes’ analysis of the Panzani advertisement breaks down how the ad communicates through different layers. The first part of his analysis focuses on how the collection of objects, like pasta, vegetables, and a tin, gives the impression that Panzani provides everything needed for a complete meal. annotation 1.It suggests that all the ingredients are balanced and that even the canned product is just as natural as the fresh items, making Panzani seem like a one-stop solution for cooking. The second part looks at the words in the ad, such as the caption and labels, which blend into the scene. These words are not just there to inform but also to enhance the ad’s appeal by being part of the visual setup. The third part highlights how the ad plays on cultural stereotypes, especially about Italy. It uses familiar symbols like tomatoes, peppers, and the Italian colors (red, green, and yellow) to evoke a sense of “Italianicity” that appeals specifically to a French audience.annotation 2. This use of stereotypes taps into common ideas about Italy that viewers easily recognize. Barthes’ breakdown shows how the ad cleverly combines visuals, words, and cultural hints to deliver its message in a way that feels natural and convincing.annotation 3
Roland Barthes’ analysis of the Panzani advertisement breaks down how the ad communicates through different layers. annotation 1.The first part of his analysis focuses on how the collection of objects, like pasta, vegetables, and a tin, gives the impression that Panzani provides everything needed for a complete meal. It suggests that all the ingredients are balanced and that even the canned product is just as natural as the fresh items, making Panzani seem like a one-stop solution for cooking. annotation 2.The second part looks at the words in the ad, such as the caption and labels, which blend into the scene. These words are not just there to inform but also to enhance the ad’s appeal by being part of the visual setup. annotation 3.The third part highlights how the ad plays on cultural stereotypes, especially about Italy. It uses familiar symbols like tomatoes, peppers, and the Italian colors (red, green, and yellow) to evoke a sense of “Italianicity” that appeals specifically to a French audience. This use of stereotypes taps into common ideas about Italy that viewers easily recognize. Barthes’ breakdown shows how the ad cleverly combines visuals, words, and cultural hints to deliver its message in a way that feels natural and convincing.
Hello Adaliat, while reading your post, I too clearly recalled how clever it was for the designer who created the Panzani ad to place a can of salsa slightly off center in the composition and convincingly pass it off as one of Panzani fresh ingredients to purchase when making homemade Italian pasta. Directly below this can of salsa is a large ripe tomato. When you are looking at one you are also seeing the other.
The linguistic message in the Panzani advertisement is the use of text, “Pates – Sauce –Parmesan – A L’Italienne De Luxe”. In a way, it takes away the attention from the photography components and focuses on what the text is trying to say. The coded iconic message that Barthes speaks about is the use of vegetables, and Panzani products altogether, the way they look as if they are effortlessly falling out of the string bag, it sort of gives us this feeling of realness, as if we could picture ourselves bringing the groceries as we rush to put them away. A non-coded iconic message Barthes also touches on is, “All that is needed is the knowledge bound up with our perception. That knowledge is not nil, for we need to know what an image is (children only learn this at about the age of four) and what a tomato, a string bag, and a packet of pasta are, but it is a matter of almost anthropological knowledge”. This tells us how the vegetables individually have no coded message besides being a vegetables. But combined with the other elements in the advertisement it can then become more open to interpretation and based on one’s knowledge of how we perceive these elements together.
The Panzani advertisement tries to influence the viewer by displaying this Italianicity that they so desire in their food. As the author mentions bringing in the tomato, pepper, and pasta, the colors reflect the Italian flag itself. They are not only selling Panzani but also Italy and its ethnicity.
Lastly, a question I had was, could a non-coded iconic message become a coded iconic message at some point? The author talks about the tin can surrounded by vegetables, individually it is a non–coded iconic, but together does it then become a coded–icon?
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The ad uses linguistic messages for the brand name, but also for the headline at the bottom which is in French even though the ad is showing an “Italian” product. The author describes how the linguistic message is both denotational and connotational, its denotation is that the ad is advertising spaghetti because that’s its literal meaning. And its connotational message would probably be the French writing at the bottom, the message’s cultural meaning, you would truly be able to understand it if you can read French. Barthes also describes this ad’s coded iconic from it’s image, we see a half open bag filled with market foods, he implies about the product’s freshness as well as the “Italianicity” of the brand being advertised. I’m not sure where the author describes the non-coded iconic, but I know that its definition is an image with literal meaning. I think this ad’s non-coded iconic would be just a bag of food that someone purchased at a local market somewhere, we know that the ad is advertising food, specifically Panzani brand, as well as other ingredients like the tomato and mushroom, the ad is trying to show a whole meal alongside the Panzani.
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In the passage “Rhetoric of the Image” by Roland Barthes, Barthes breaks down the Panzani advertisement into three parts. The first being the linguistic. The linguistic message refers to the text that is currently present in the image. The linguistic messages serves to anchor the brand. For example, the word Panzani connects the image with this Italian brand. The second part is the coded iconic message. This refers to the symbolic meaning conveyed by the visuals of the image. In the Panzani ad the arrangement of the groceries invokes a sense of home made cooking and freshness. While it’s not clear, the freshly bought basket of groceries give a link to a market which links the brand to fresh food. The last and final part is the non coded iconic message. The non coded iconic message refers to the literal meaning of the image. It is what we can see and recognize without needing any background knowledge. In the Panzani ad, this is just looking at the groceries for what they are. Such as only seeing a bag of pasta and tomatoes for what they are.
The Panzani advertisement is trying to persuade the readers into linking fresh and authentic cooking with its self, Panzani. That way whenever you see Panzani you would think of fresh products and authentic Italian cooking. This is to make Panzani products more appealing and influences the viewer to buy the products.
The advertisement that Roland Barthes analyses was broken down into three different parts. The Panzani advertisement contains a linguistic message that Barthes points out which would be the brand name itself, “Panzani.” (Annotation1) From the labels shown on the products he further explains that this message would rely on the viewer’s understanding of French to interpret the text. The words are suppose to be there to help the viewer connect to the image that is being advertised.
Moving on to the coded iconic message that Barthes points out (Annotation2) refers to the meanings that the visual components symbolize. Here we are shown according to Barthes: “some packets of pasta, a tin, a sachet, some tomatoes, onions, peppers, a mushroom, all emerging from a half-open string bag…” I believe that the fresh produce and shopping bag are shown in the advertisement in order to appeal to the Italian culture, considering that this is the advertisement’s target demographic. Because of the general knowledge of Italian cuisine and culture, products such as pasta and vegetables were included in this advertisement.
Lastly, (Annotation3) Barthes looks at the literal meaning of the image which is suppose to be the “non-coded” message of the ad. The viewer sees only recognizable objects: tomatoes, pasta, peppers, and a bag. These items are presented in a clear way, so no interpretation or symbolic meaning behind all of this is necessary.
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I think the way Panzani persuades the reader to purchase their brand is by showing them the type of food which is “Italian”. The look is what makes it Italian and the way it was presented for the reader. Lable’s and formatting a product can play a factor in the way it catches the reader’s eye’s and in thinking it was marketing as an Italian product. Panzani choice of using vibrant colors to show off the product invites the readers to try what they are advertising. The one thing I find that is noticeable is the French lettering on the bottom right corner of the Ad while the style of food is showing more Italian. If the reader is satisfied with the photograph of the Ad then the three messages linguistic message, coded iconic message, and non-coded iconic message is fulfilled.
Assignment VI
Assignment VI COMD 3504_Marcia Jackson
Assignment IV Revised
Excerpts from “Rhetoric of the Image” Roland Barthes
The Panzani Advertisement in Excerpts from “Rhetoric of the Image”, is trying to persuade viewers to purchase their brand by promoting its ‘Italianicity’. It does this by linguistically using the words, A L’Italienne de Luxe at the bottom right of the ad. A L’Italienne de Luxe is French for Luxurious Italian Style. However, it has an Italian flare to it, like that of its brand name Panzani, which is labeled on all of its products. The name Panzani sounds Italian due to its uniquely familiar repetition of sound, but it is French. The brand name Panzani is an example of linguistic messaging. The Panzani ad also suggests a home cooked meal after a trip to a local market. The word mark, Panzani, is facing the viewer in a sweeping diagonal, as the ingredients suggest a homemade meal of pasta, can salsa, and bagged grated parmesan cheese. These items appear to be tumbling out of an open old fashion netted market bag yet sit still on top of several fresh ingredients within the bag. Noted are noted are onions and peppers. In the foreground there is also a fresh tomato and mushroom. Panzani wants us to believe that their products, even the can food is just as fresh the mushroom and tomato. The natural food items are an example of non-coded iconic. The color of the Italian flag is coded in bright red tomato and red background, the white mushroom, cheese, netted market bag, and green Panzani labels. The culture if Italy is also coded and reinforce in the ad’s composition. All the elements of this ad except for the copy are presented as a Still Life. The arrangement of visual elements in this ad is an example of coded iconic.
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Barthes continues on breaking down his system of signification into three parts revolving around linguistic message, the coded iconic message and the noncoded iconic message. Barthes strong belief explains argues innocently that images and objects carry a literal denotative meaning and a non literal connotative meaning. In the Panzani advertisement Barthes speaks on the linguistic message, the headline “A L’ITALIENNE DE LUXE” is not actually in the language of Italian instead it’s French which results to be as the linguistic message since it refers that a text such as the headline is paired with the visual photograph above. However’s there different ways we the audience can interpret this visual but I would assume that the image speaks for itself and seen as a relatable when it come’s to coming home from grocery shopping, this would lead in the second part which is the coded iconic message since we can convey a meaning from the visual that is being shown. Lastly, the third will be the non iconic message which simply is the way we see it or what we see. In this case it would be the reusable bag screaming fresh off the market lying on the ground, however a non iconic message just simply has no deeper meaning, the image being exactly what is being displayed.
In the passage “Rhetoric of the Image” by Roland Barthes, the author breaks the story down by using linguistic message, coded iconic message, and non-coded iconic message. The linguistic message talks about the brand which is called Panzani. The author also states that the linguistic message is denotational and connotational. The coded iconic message is a symbol which is presented in the picture where we see the Panzani products and vegetables in a half-opened bag. It symbolizes “Italianicity”. The non-coded message is the literal meaning of the image. Barthes states “That knowledge is not nil, for we need to know what an image is (children only learn this at about the age of four) and what a tomato, a string bag, and a packet of pasta are, but it is a matter of almost anthropological knowledge”. This quote indicates that we need to understand what things truly are in order for us to critique it.
https://hyp.is/1DDHsHu7Ee-fUldQS96DXg/openlab.citytech.cuny.edu/spevackcomd3504fa24/files/2022/11/Barthes_PanzaniUpdatedImage.pdf
https://hyp.is/kI6x-nu4Ee-ih48n_pyQ0w/openlab.citytech.cuny.edu/spevackcomd3504fa24/files/2022/11/Barthes_PanzaniUpdatedImage.pdf
https://hyp.is/i7Y2SHu5Ee-XtH8VGBNZEw/openlab.citytech.cuny.edu/spevackcomd3504fa24/files/2022/11/Barthes_PanzaniUpdatedImage.pdf
The linguistic message in this advertisement is the brand name “Panzani” and the text below the image: “pâtes,” “sauce,” and “À l’italienne de luxe.” The use of a variety of vegetables combined with Panzani products, such as pasta, sauce, and parmesan, forms what is called a coded iconic message. On the other hand, the non-coded iconic message refers to recognizable objects like the onion, mushroom, tomato, pepper, and pasta. These objects have no coded message unless combined with other elements in the advertisement.
The Panzani ad persuades viewers by making the food look fresh and authentic, reminding them of Italian cooking with the ingredients, colors, and name. It shows a simple, everyday scene of returning from the market, which makes people feel comfortable and relate to the idea of homemade meals.
In this poster of “Panzani” pasta, there exists 3 types of rhetoric. The first is linguistics. Being a French brand, the name of this feels very Italian. This is intentional as the culture of Italy is closely associated with pasta and giving this brand an Italian-sounding name, to the viewer, validates its worthiness and authenticity.
The second is coded icons. The most notable iconic message is that of freshness and, as said in the article “domestic preparation.” Despite having the food contents packaged in plastics and cans, this poster displays a fresh and homemade feel. This is established by using the net bag as well as select items spilling over in the foreground. The net resembles “freshly caught” and, coupled with the ‘unpacked’ items, a “return to the market.” The amount of items are intentional as well because it emphasizes the idea of personal shopping rather than buying in bulk; a very industrial way of shopping.
The last message is non-coded icons. This refers to the objects in the poster. This poster is not just made up of shapes, colors, and other symbols to get the message across. The objects like the pasta, tomato, pepper, etc, are not arbitrary. With no extended knowledge of the elements in this poster, it is still clear that it is persuading the viewer to buy “Panzani Pasta.”
Annotation 1 Annotation 2 Annotation 3
In this article “Rhetoric of the Image” Roland Barthes shares a Panzani advertisement by breaking down its different meanings such as
Linguistic Message, which is the text in the ad, like the brand name “Panzani,” which hints at Italian culture, Coded Iconic Message which includes the visual elements, such as how the food is arranged, which shows freshness and the idea of home-cooked meals, relying on cultural reasons and Non-Coded Iconic Message, which is simply recognizing the objects in the image such as the tomatoes and pasta which has us picturing and visualizing much faster.
Overall, Barthes shows how these different messages work together to convey not just information about the product, but also richer cultural meanings.
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The Panzini ad contains many signifiers in its linguistic, coded iconic, and non-coded iconic components.
In the ad, Barthes identifies that there is both connotation and denotational meaning to the linguistic message. The denotational meaning can be from the French language itself which the ad is written in. Panzini tells us the name of the company which is a literal linguistic clue. However, the word Panzini can be widely acknowledged as an Italian word, which insinuates the Italian authenticity of the product itself (connotative).
Many coded iconic messages can be made from the image of the ad. The series of ingredients put together to make this image has many parts. The non-coded Iconic image ingredients together can be assumed to be the ingredients used to make a complete culinary experience of the dish, and therefore associates a coded message that the canned goods are to be as good and fresh as the ingredients suggests. The freshness can be also associated with the produce net, with the cultural familiarity of shopping small and fresh instead of stocking up on preserved goods. The color scheme of the ingredients also reinforces the Italianicity of the product.