Rhetoric of the image

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The rhetoric of the image (Rhétorique de l'image) is an essay by the semiologist Roland Barthes , who examines the messages of this medium in a spectral analysis as a semiological basic text using an advertising image from the Panzani company .

Barthes formulates basic statements for semiotics about how a picture explains its meaning , at which points the meaning ends and what follows after this end. He defines the functions of the linguistic message , the coded iconic (symbolic) and the non-coded iconic (literal) message of an image and their relationship to one another.

The exemplary examined advertising image of the pasta company Panzani appeared as an advertisement in a magazine. Roland Barthes describes the advertisement as follows: "A spaghetti packet, a can, a bag of tomatoes, onions, peppers, a mushroom - all in yellow and green on a red background - falls out of a half-open net."

The rhetoric of an image is composed of the linguistic messages sent and received, the encoded iconic (symbolic) and the unencoded iconic (literal) message. The ways of reading (lexiques) of an image are determined by the cultural and aesthetic knowledge (identity) of the reader: “One and the same way of speaking (lexie) mobilizes different ways of reading (lexiques).” (Barthes) The connotation Italianity , the assonance of the word Panzani in France is shaped by a tourist knowledge. In Italy, Barthes suspects, it would not be noticed. The set and identity of the reading modes is denoted by the term ideolecte . For effective rhetoric (connotation signatures), suitable connotation signifiers must be found. The ideological content of the image is based on the anchoring and conveyance of meaning through the linguistic messages and the code of the literal message.

Individual evidence

  1. ↑ Roland Barthes: Rhetoric of the picture. In Alternative, Heft 54, 1967. The translation is incomplete. Cf. Gabriele Röttger-Denker: Roland Barthes for an introduction. Page 133. Roland Barthes describes the scene very briefly, since this description is already a metalanguage .

plant

  • Roland Barthes: The rhetoric of the image ("Rhétorique de l'image"). In: Ders .: The oncoming and the obtuse sense ("L'obvie et l'obtus"). Suhrkamp, ​​Frankfurt / M. 2005, ISBN 3-518-11367-4 .
  • Roland Barthes: The rhetoric of the image ("Rhétorique de l'image"). In: Alternative. Leaves for Literature and Discussion , Vol. 9 (1967), Issue 54.

literature

  • Roland Barthes: shock photos . In: Ders .: Myths of Everyday Life ("Mythologies"). Suhrkamp, ​​Frankfurt / M. 2006, ISBN 3-518-10092-0 .
  • Roland Barthes: The bright chamber . Comments on photography (“La chambre claire”). Suhrkamp, ​​Frankfurt / M. 2007, ISBN 3-518-57731-X .
  • Gabriele Röttger-Denker: Roland Barthes for the introduction (for the introduction; 295). Edition Junius, Hamburg 2004, ISBN 3-88506-395-6 .