Decoding Advertising - Lecture 6 13/03/19

Lecture 6 Notes 

On "Rhetoric of the Image" by Roland Barthes, and analysis of Panzini ad.

Barthes’ “Rhetoric of the image” describes the above advertisement. His reasoning for using an advertisement image to analyse is,

“in advertising these signs are full, formed with a view to the optimum reading” (Barthes, 1977)

In this framework advertising is the most overt with its signs and are rarely subtle in deliverance. The immediate sign that Barthes interprets is that of the surrounding text anchorage.
Firstly, we have the brand name, the Eye is immediately led to this area indicated by annotation 4 above, as this is visually the densest area of the image. The name “Panzani” is front and centre, and as Barthes states, this is not only the brand name but gives a link to “Italianicity”. To Barthes this gives the text two meanings, one of denotation and connotation but since they are connected to the same sign he counts this as one message. Also, in the area of composition annotated by 4 there is a clear diagonal flow which leads across the pasta, can and cheese where the eye then sees the “Panzani” sign three additional times, reinforcing the message and the brand in the viewer’s mind. 
 
Annotation 5 denote the bag in which the objects are carried in, the bag contextualizes the scene as a return from the market, this frames the produce inside as desirable.

“A signified which itself implies two euphoric values: that of freshness of the product and that of the essentially domestic preparation for which they are destined.” (Barthes, 1977)

 Annotation 1 refers to the textual anchorage to “Pates Sauce Parmesan”, which is just used as a descriptor of the products on sale. Like wise annotation 2 is similarly overt as it is a descriptor of the product, but this makes a promise that the product is luxury Italian food.
 
Annotation 3 indicates the fresh produce that is not being sold but is used in the composition to suggest freshness of the ingredients used in the sauce, they contrast to the mechanical nature of the can. In the this the advert is selling the idea of freshness though association.
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Annotation 6 refers to the colour scheme of the piece which is white, red, and green. Barthes argues that for yellow over white as a predominant colour, however I would argue that the yellow have been desaturated so that they bend into the white tones. The tricolour of tones is use as a reference to the Italian flag but the low quantity of green to the other two seems to be possibly referencing the red and white of the French tricolour flag, as a means to link the two cultures through their similarities. ​ Admittedly this idea seems to be a bit of a stretch. 

Magazine Advert Analysis 

​Textually the eye is first drawn to 1 but also to 3 which shares similar weight on the page, the pull between these two elements has almost a downward pull towards 1.  The text “Redefining liveaboard diving” firstly supposes that that the audience has an understand on liveaboard diving, secondly give the implication that the service will be above that of other companies.  3 is signifier of the tale of a whale, which provides a signified of a whole whale – an animal known as on the of the deepest diving mammal understood to science this knowledge of whales provides the sign of extreme deep diving, to a depth that is almost fantastical. 3 is the key sign of the advert both it and the anchorage at 1 work as a duel message, the text and image suggesting that this company provides a diving experience that will take the consumer deeper and further than any other in new ways.
2 is a somewhat subtle snap back to reality as it defines a definite depth and passenger size.
Interesting the motion of the tale creates an upwards verticality to the rest of the piece, indicated by 4. If one allowed their imagination to continue the movement the tail would move over the text at the top of the page.
The advert has very much an very minimal pallet as shown in 5 it is near a duotone with only the image pushing it to at most a tritone, the predominate dark tone serves to highlight the white text.