Barthes response

"Rhetoric of the Image" discusses the motif of the image, and the representations and symbols can be told through the image itself, and how the meaning gets into the image. With the example of the Panzani advertisement, there are somewhat hidden signs which give the viewer a sense of nostalgia or familiar feeling, which evokes the good memories connected to the market place, and eventually is connected to the sudden desire to purchase the pasta. The scene of the advertisement gives a sense of "euphoric value" (Barthes 270). Barthes discusses the signs in an image which can include linguistic messages, coded iconic messages, and non-coded iconic messages. Based on the signs which one can apparently receive and decode upon viewing the advertisement in the example, different cultures would view the meaning behind the photograph differently, and many, in fact would not be able to identify with the linguistic messages behind it. Barthes brings up the question "Does the image duplicate certain of the informations given in the text by a phenomenon of redundancy or does the text add a fresh information to the photo" (273)? In regards to the denoted image, it works in giving the viewer a sense of "being-there" creating a new space-time relationship, and how the "absence of a code clearly reinforces the myth of photogenic 'naturalness' " (278).