Topic: Project 3: Semiotic Analysis
Attempt a semiotic analysis of an advertising image (or film poster) following the model of Roland Barthes’ “Rhetoric of the Image.” The overall goal is to identify what the message of the image is and what ideas it is using to “sell” its product.
In your analysis, make sure that you identify the different types of messages presented, iconic (pictorial) and, if relevant, linguistic.
What is the denoted iconic [literal] message of the advertisement?
What is the connoted iconic message(s) [that is, those messages that are symbolic or beyond face value] and how does that connoted message connect to or derive from the denoted message?
What codes or conventions does the connoted message rely upon (remember that in Barthes’ example, codes included the Italianicity and still-life, among others)- are there other images or ideas that it is drawing on, that it expects its viewer to “get”? If so, what (and if you can include those other image/s if applicable). If there is a linguistic message, does it operate as anchorage? Relay? Both? Explain.
Remember, codes are not universal: what do you understand about the ad based on the cultural knowledge/assumptions you bring to it? Think about why you have those assumptions.
While this isn’t a formal essay, do write in complete sentences and with sound organization. Start with the big picture: what is the overall message of the ad/poster? Then dissect it (decode or deconstruct it) making sure to connect what you see to what you understand about the image.
1-2 pages of text (double-spaced)
