Exercise 2: Reflective Day

Research Task: Rhetoric of the Image
Read ‘Rhetoric of the Image’ (Barthes, 1964) and write a reflection in your learning
log.
● How does Barthes define anchorage and relay?
● What is the difference between them?
● Can you come up with some examples of each?
● How might this help your own creative approaches to working with text
and image?

Roland Barthes in ‘Rhetoric of an Image’ considered and analysed the different elements within the nature of a photograph. He explored the ways in which photographs communicate meaning and convey messages. For Barthes, images are not representations of reality but are made up of complex systems that include:

• Semiotics: The study of signs and symbols. Barthes applied semiotic analysis and the elements of semiotics- signs, cultural influence, and codes, to understand how visual images convey meaning.
• Denotation: For Barthes, this was the literal, objective meaning of the elements in an image, without cultural interpretations or baggage to influence.
• Connotation: The images is interpretated through the viewers accumulated knowledge and associations and is heavliy influenced by the cultural and ideological system of signs that operate within a specific cultural context, relying on the viewer’s prior knowledge and associations. For example, in some cultures, the colour red means different things, in China its associated with happiness and prosperity, while in the West mostly means ‘danger’.
• Anchorage: Anchors the image in a specific and explicit meaning, narrowing the possibilities of interpretation-‘does what it says on the tin’. e.g. a picture of a bannana with the caption ‘Yellow Bannana.’
• Linguistic Message: Related to the concept of anchorage, this is the written message within an image, often direct and side by side with the images to convey or lock down its meaning
• Relay: Unlike anchorage , it allows for interpretation and ambiguity and can operate without textual cues allowing for subjective experiences and cultural influence when processing or interpreting images. Relay works across a series of images leaving room for interpretation. This accounts for the malleability of images and the rich interplay between image and viewer and the role of the viewer in deriving meaning.
• Cultural Codes: For Barthes, these codes, which included the shared knowledge of a specific culture, their belief systems and values, help shape the interpretation and understanding of signs and symbols, resulting in the malleability of interpretations of images.

The difference between ‘Anchorage’ and ‘Relay’ is as follows:

Anchorage
Anchorage involves the use of text and or verbal cues (TV) to limit the possible interpretations and anchor the meaning in clarity. For example, in advertising, the advert for ‘Demestos’ anchors the image (and message) by proclaiming ‘Kills all known Germs -dead’. There is no ambiguity- Demestos kills germs. Anchorage includes captions, labels, descriptions and explicit information that directs the viewer towards a specific meaning. It aims to limit any ambiguity and anchor meaning in a very specific way. It is used in a variety of situations including news and media, advertising and product descriptions, wayfinding signage etc.

Relay
For Barthes, the concept of ‘Relay’ was more open-ended and allowed for multiple interpretations and associations, allowing the role of the viewer to take prominence. Usually communicated through a series of images, each builds upon the other. Examples of usage include:
Advertising campaign: A good example of an advertising campaign that used ‘relay’ is Doves ‘Real Beauty’ campaign. Over a period of time and using different images of women of different ages, sizes, and ethnicities, Dove presented Beauty as open-ended and open to interpretation.

Art Galleries
Exhibitions are curated, and images are presented in a specific sequence to deepen and communicate meaning. The sequence and presentation of the images motivate viewers to engage with the artwork.

Choose a day that you can spend out and about looking with no particular agenda. Be conscious of how images and texts are presented to you in the real world – on billboards, in magazines and newspapers, and online, for example. Make notes in your learning log on some specific examples and reflect upon what impact the text has on how you read the overall message.  Consider the following: 

• Does the text close the image down (i.e. inform or direct your reading) or open it up (i.e. allow for your personal interpretation to play a part in creating the final meaning)?
• What do you think was the intention of the creator in each instance?

In this sign the meaning is anchored with little room for interpretation. The alchohol on dispaly has 20% off. The intention is clear and unambigious. The use of color here is important-red-catches the eye-demands attention.

This advert has some interesting elements. Its not an unambigious anchor. Its a play on words to convey its meaning. It takes a risk or assumes a certain cultural background-this combined with the images worked for me as I got the unplugged and no strings attacheded association. Some people from other cultures might struggle. The combination of the word-play and the image lead the viewer towards an interpretation that this product is innovative and aspirational.

The meaning is anchored with an emotional element of a 'comfort food' image. It screams -go on, treat yourself! Intention is to convey the message that you can feel good (and not guilty) by consuming this brands comfort food.

I spoted this while waiting for in Liverpool street station. It got me thinking and thats the intention-Deloitte as a career destination if you have just happened to lose your job. Its placement-Liverpool Street station where a lots of professional and Financial service people pass through are the most likely target audience. The combination of image and text create a space between the viewer and image.

This is a fun name for a shop-here we have culture clash. Its not wrong-they sell chicken with hummous -just happens to read like its manky hummous! Says more about me that I find it amusing.

Literal meaning. They make condiment creations that you can eat. Maybe the creative brief for the naming never advanced and they just went with a 'what it says on the tin' type of naming.

This struck as having many elemets of 'Barthes Rhetoric of an Image'. Its dennonative elements include a carboard box, a man holding the box, man wearing a baseball cap, man smiling...while the connotative messaging includes a competent delivery service that will get you your medecine withing 30 mins. The branding is known and trusted throughout Dubai so that lends an air of trust. The smiling man also re-inforces this (my experience to date has been that smiling is a positive thing). The advert was on the corner of a building, lit from behind and life size also lending it impact.

Some or most signage elements are universal. A red circle with a line through it usually means dont do it. This, supported with the text, makes it pretty clear.