'THE RHETORIC OF THE IMAGE'
THE ONLY WAY IS ESSEX
DENOTATION-photo of young people having a good time
Roland Barthes / Semiotics
exploring different layers of meaning and how they relate to images-culture we live in effects our perception
1. The act or process of connoting.
a. An idea or meaning suggested by or associated with a word or thing: Hollywood holds connotations of romance and glittering success.
b. The set of associations implied by a word in addition to its literal meaning.
3. Logic The set of attributes constituting the meaning of a term; intension.
Denotes -a man standing in front of a building
Man in suit, smiling, standing in front of a building, connotes confidence, power.
-power of ancient rome
Nazi regime, expression of power
Germany unified changed connotation
Holds Nazi connotations
'How does meaning get into the image? Where does it end? And if it ends, what is there beyond?'
‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.32
BARTHES argues that the culture we are situated in gives the image context. To the extent of using the same image in a different context/culture giving the image a different meaning:
JAGERMEISTER- KNOW WHAT IT IS BUT SOMEONE THAT DOESNT MIGHT THINK SOMETHING TO DO WITH HAVING A SPIRITUAL MEANING.