The Holiday Are Here - Essay Example

Analytical Essay Name: Institution: Analytical Essay Barthes questions the ability of producing an analytical code as opposed to a digital one. The image has to be associated with the root imitari. Roland Barthes analysed a Panzani past advertisement semiotically to demonstrate how ideology is communicated by imagery. Semiology was advanced by Swiss linguist Ferdinand de Sassure1. Sassure came up with a dualistic notion aspect of signs by the use of two concepts; the signified and the signifier. Semiology narrows down on the collective representations as opposed to the reality to which may be referring to. Barthes employed the semiotic theory as expostulated by Sassure in the image analysis. This essay discusses how ideology is transmitted in “The Holiday Are Here” advertisement, using Ronald Barthes approach as applied in the Panzani advertisement. Barthes semiotic analysis is important in revealing the ideology that is transmitted using imagery. Barthes approach is very effective in the current world in understanding various images and the intended ideology. Panzani advertisement analysed by Barthes entails some packets of pastas, a sachet, a tin and some onions, tomatoes, a mushroom that are protruding from a half-open strong bag, in greens and yellows on a red background. Barthes postulates that the first message that is communicated is automatically linguistic. The code is denoted from the French language which is evidenced by use of the italics in the names. Barthes semiotic analysis inspires the same approach that has been applied in this assignment. Barthes makes use of all resources of linguistic theory in his approach. There are different myths and connotations that can be used in communicating specific messages to a specific target group. The message signified by various signs emanates from how the image is represented. According to Barthes images have a linguistic nature that communicates the intended imaged to the desired audience2. There are five communication codes proposed by Barthes that includes the action code, enigma code, semic code, symbolic code and cultural code. The symbolic symbolizes an abstract concept. Enigma code is something that is not obvious or hidden from the audience hence arousing interest3. Action code is something that the target audience are familiar with and does not require any explaining. Semic code is anything that is recognised by the audience by connotations. The cultural code is read with deep understanding owing to cultural awareness. Culture makes use of some words that are easily understood by that culture4. The advertisement image used in this paper is a holiday drink advertisement by Starbucks that entails coffee caps with neatly filled up ice cream on a contrasting red background. Ideology is communicated through the image presented by the advertisement. The immediate message being communicated is linguistic and aids understanding of the caption. Starbucks is an American company where festive season is taken very serious. “The Holiday Drinks are Here” is linguistic message that heralds the arrival of holidays. The announcement already brings the picture of a product that is used mostly during the holiday times. From the first glance, the message about holiday is communicated to the target audience. The linguistic message paves way for the message being communicated by the image. The ice cream in the cap shows a form of assumes a form of a Christmas tree that is normally assembled during the festive season. Christmas trees are normally witnessed during Christmas time in the month of December when many people go for holiday. The image brings to fore a Christian background where Christmas is celebrated. The ice cream simplifies celebrations. The image offers a serious of discontinuous sings that can be deciphered differently5. This is from a culture that upholds vocation or recreation time where people take time off just to relax. The action code in this advertisement image is a holiday time where the Christmas form is evident on the ice cream. This is a message deciphered straightforward. The multi-colours used make it crystal clear. Christmas time there is plenty of celebrations and merry making. Whatever is being proposed is suitable for holiday times where there is a lot of relaxing or recreation. When one looks at the image a holiday provision pops up in his mind and tries to enumerate some of the things to be expected in a holiday destination. Starbucks from its country of origin is an associated with food products particularly drinks. Although it has diversified into other food segments, coffee is famous with Starbucks6. It does not require any effort for anyone to understand the action code. The ice cream in a cap has to be eaten. The image shows something that is eaten particularly during the holiday season. Semic code in this advertisement image is the signifier. This is a feeling of relaxing or going away to a destination which is not obvious from the image. The ice cream in the coffee caps signifies someone wants to have time off from the bustle of life and relax. The semic code is not obvious to everyone and some people may associate it with hot conditions that require ice cream to cool off the sweltering weather. Signs are usually applied in differentiating one group from others or one person from the rest. For instance, taboos can create a freedom of rejecting dominant norms if they are broken. As postulated by Barthes acts of signifying are often guilty7. The image carries a lot that cannot be deciphered within the first glance. The ice cream is often associated with the active young generation. This message resonates well with the youth population in countries like the United States of America, England, Spain, Netherlands, France, Italy and Switzerland. The same message will be interpreted differently in other countries that maybe do not experience extreme weather like in Europe and America. It there depends with where the message is being represented. The different interpretations will bring out a valid meaning to the targeted group. The presentations will therefore look into the likes and dislikes of the receivers of the information. The cultural code is synonymous to Western Christian countries that experience extreme weather whether hot or cold that requires period of relaxation through vacation. Ice cream is particularly used during the extreme hot weather. While coffee is important during the cold seasons, ice cream is suitable during the hot seasons. This means that this product image caters for the needs of customers from both extremes8. It means that the product is available at all seasons to cater for changing needs of the customer according to the prevailing circumstances. It shows flexibility and willing to meet the needs of the customers whatever it takes. The cultural code will be understood by the target audience. This is echoed in the semic code where it is specific for a particular intended. The signifiers can be that of self-sufficiency in the product being offered. The cultural knowledge about the traditional of celebration makes it easier to understand the message being communicated. Enigmatic code in this image requires someone who has interacted with the products of the company to denote. Seeming Starbucks is a provider of many things including ice cream. The feeling of the holiday mood does not resonate with everyone in the world. There are specific target audience that the message of the ice cream in the caps is intended to reach9. Symbolic code stands for the abstract concept. Here a message about holiday and the kinds of foodstuffs that can be available are being signified in this message. It requires closer association or the customer learning more to denote the symbolic code in this image. Symbolism resonates with the culture and traditions of the target society. As Barthes observes general opinion does not have a clear conception of the image hence making it difficult to interpret. Within advertising the importance of the image is very intentional. From Barthes analysis the photograph gave three messages that comprises of a coded iconic message, a linguistic message and non-coded iconic message. It is easy to separate the linguistic message from the rest10. The viewer of the message gets the cultural message and the perceptual message at the same time which brings confusion in case of mass image. In most circumstances the symbolic image is connoted while the literal image is denoted. In the modern times it seems that linguistic message is embedded in every image. In the symbolic message the linguistic, the linguistic message does not guide identification but the interpretation. She argues that anchorage is one of the most obvious functions of linguistic message and it is often found in press advertisements and photographs. Image and text exist in a complementary relationship. The relaying-text is very crucial in film whereas it is scarce in fixed image. The denoted image may not exist in the current times11. The message being communicated may be just what is being seen by the viewer and there no need for denoting the image. This well observed in the action code is explained by Barthes. In Barthes’ analysis the features of the literal message cannot be adequate but relational. He observes that the more technology advances the diffusion of information, the more it offers the means of covering the constructed meaning underneath the appearance of the given meaning. The image being presented can mean different things to different people. The significance of semiotic approach used by Barthes is embedded within the postulation that myth is a construction of two semiological systems. One is engaged in linguistic system that he describes as language-object. This is the language that is perpetuated for the purpose of establishing the personal system as well the myth itself that he describes as matalanguage since it is second language where one communicates. Barthes semiotic analysis is relevant in the present world in understanding ideology represented through imagery. References Abraham, L. (2009). Effectiveness of cartoons as a uniquely visual medium for orienting social issues. Journalism & Communication Monographs, 11(2), 117-165. Bell, E., & Davison, J. (2013). Visual management studies: Empirical and theoretical approaches. International Journal of Management Reviews, 15(2), 167-184. Barthes, R. (1977). Rhetoric of the Image. Botan, C. H., & Soto, F. (1998). A semiotic approach to the internal functioning of publics: Implications for strategic communication and public relations. Public Relations Review, 24(1), 21-44. Eco, U. (1976). A theory of semiotics (Vol. 217). NY: Indiana University Press. Leverette, M. (2003). Towards an ecology of understanding: Semiotics, medium theory, and the uses of meaning. Image & Narrative, 6, 2-12. Punch, K. (2000). Developing effective research proposals. London: Sage. Read More