Copy and paste the following at the top of the post: Roland Barthes’ “Rhetoric of the Image” essay from Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977. (excerpt)

Prompts

  • 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

    A linguistic message is when language is used to transmit meaning from one individual to another. It can be expressed in various ways, such as through spoken or written language, and through a range of media, including digital media, books, newspapers, and conversations. A linguistic message might be anything from a straightforward information transfer to a sophisticated sharing of ideas, views, and cultural values. The tone, body language, and cultural background of the speaker, as well as the words being used, must all be understood in order to fully comprehend the linguistic message.

    The term “coded iconic” describes using signs or symbols to express meaning in a certain situation. These signs or symbols are frequently standardized and well-known within a certain culture or society. Traffic signs, emojis, religious symbols, and logos are a few examples of coded iconic communication.

    Non-coded iconic is the opposite of coded iconic. Non-coded iconic communication is frequently used to convey thoughts, feelings, and opinions that are hard to put into words or that are particular to the sender. Some examples of non-coded iconic communication include abstract art, impressionist paintings, and experimental films.

    The Panzani advertisement is trying to influence the viewer by using coded iconic symbols related to an Italian environment such as the bright red color and the combination of foods that are widely known and influenced by Italian cuisine and tying it all together with the product itself.