Roland Barthes’ “Rhetoric of the Image” essay from Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977. (excerpt)

Questions

  • 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?

Response

  1. Linguistic Message: This is the message that the advertisement’s words are trying to convey. This would contain the slogan “De Luxe!” from the Panzani advertising, which aims to generate an authentic and flavorful Italian vibe.
  2. This is the message that the symbols utilized in the advertisement’s coded iconic message are trying to convey. In the Panzani advertising, this would be represented by the visual of pasta, tomato sauce, cheese, and mushrooms, which are supposed to recreate the flavors and feel of a light Italian meal.
  3. Non-Coded Iconic Message: This is the message that the advertisement’s visual components convey, which is not always connected with a particular meaning. This would apply to the Panzani advertisement’s vivid hues and usage of red and white stripes, which are intended to arouse feelings of Italian pride and patriotism.
    By emphasizing the company’s “history of quality” and enticing people to “taste the difference,” the Panzani advertising seeks to convince and influence the audience. Moreover, it makes use of eye-catching graphics and vivid colors to highlight the goods and foster a welcoming Italian environment.