Tag Archives: advert

Exercise – Analysis of an advertisement image.

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This is an advertisement that I scanned from Home and Antique magazine, published November 2015.  It is an advertisement for a wood-burning heater / stove which is at present a popular and trendy home accessory.  This image has been made in colour with what appears to be a warm colour temperature balance.

To the left we have our product the stove, in use, with a stack of neatly cut and arranged logs underneath providing an interesting design what otherwise would be an empty space under the stove and implies convenient and useful storage.  The stove’s chrome handle has been set at a slight angle; so as to be easily seen to imply ease of access  to the stove for adding additional fuel.  The stove stands against a grey wall that contrasts the warm orange and yellows of the flames with the cold but elegantly stylish grey coloured wall.

To the right of the stove we see a record-playing turntable on a small table that visually links the product with an idea of a modern fashion for the Retro and this message is re-enforced by the male subject who appears to be sitting on the floor with a pair of stereo headphones around his neck and a vinyl LP in his hands.  The vinyl record he holds is also a visual reference to the advertisement’s text referring to the ‘Crackle’ and Pop in the anchoring text along with the reference to ‘soundtrack’ and ‘sound from a real fire’.

The text helps to bring together all of these elements in to the audiences psyche.  The manufacturer appears to have carefully composed this image to suggest that their customers are connoisseurs of good taste and by owning their product they have added value and quality to their home and standard of living.  The use of the record player and LP helps to advertise a feature of their product that they believe to be a strength but can not easily be conveyed by either photo or text which is the gentle sound of the burning logs that would can enjoyed as background noise to a warm and cosy room.

This composition was created for the audience that would typically buy this magazine, an affluent middleclass customer who would have an interest in this type of product to complement their taste in antiques and the retro.  The advert also suggest a younger customer, perhaps one that will be spending their money on home improvements.

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Rhetoric of the Image, Roland Barthes

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In Barthes essay, ‘Rhetoric of the image’ he uses photographs used for advertisements as an example of his argument.  Referring to an advert for Italian ‘Panzani’ pasta and salsas he describes the image as having a language that can be read, he suggest that by analysing the picture, three messages can be deduced: a linguistic message, a coded iconic message, and a non-coded iconic message.

Coded and non-coded iconic messages can be mixed together and they are visual queues often learned through cultural experiences.

A linguistic message is a message in text that accompanies the picture and this takes two forms ‘anchor’ and ‘relay’.

Anchoring is the most common and is commonly used for both advertising and press photography.  This is a form of text that anchors the meaning of the image to a written message of the advertisement or the news story.

Relay, is not so commonly used, it is often used for complementary relationships between fragments of text and images.  For example an appropriately complementing photograph to a section of text from a poem.  This type of message allows the picture and text to interact with each other. A picture of a green field dotted here and there with red poppies and a short section of a war poem suggests that the image reflects the text and the text reflects the image.  The image already has connotations of war and remembrance as does the chosen passage from a poem.

The denoted image.  Barthes writes that the denoted image for a photograph is a message without a code, the photograph is able to transmit the literal information but a drawing must first follow rules which even when denoted is still a coded message.  A drawing requires a certain amount of training thus introducing style as a second cultural coded message.  The photograph simply denoting the relationship of nature and a single culture coded message from the image itself.

Rhetoric of the image.  In an image rhetoric is the message based on cultural and educational experiences that communicate to the viewer at different levels based on education and life’s experiences this is done at an unconscious level. Objects that can be recognised as symbols for example the net bag holding the Penzani pasta products suggesting to some connotations of a fishing net or harvesting together a meal, tomatoes, peppers, mushrooms, connotations of the Italian flag, fresh healthy meal, etc.