Roland Barthes developed a range of semiotic tools to analyse the cultural meanings

1729 WordsFeb 18, 20187 Pages
3. Roland Barthes developed a range of semiotic tools to analyse the cultural meanings that are conveyed in advertising images, in a particular context. Using these semiotic tools, select and analyse four magazine adverts. This essay will discuss Roland Barthes’ ideas and his semiotic tools, and will also look at how Barthes uses these tools to analyse images and how they make us think. Roland Barthes was a French philosopher who wrote many books about the literary theory and semiotics. His writing has influenced and helped shape many postmodern theories. His most famous book “Death of the author” explains his theory on visual analysis. Barthes says that when we see an image, the author or creator of the image does not matter. Each individual person will find a meaning from that image. We all analyse images on our own. The meaning of an image lies with the audience. The author is not the authority on the meaning of the image. Although we are all quite similar in what we get from an image, different people will get different meanings. This is due to the experiences we have had throughout life. Barthes says “no object has a natural meaning.” (Barthes, 1967 p.25) Meanings are defined by culture, so for example, if in the UK someone does the ‘thumbs up’, we take this to mean that everything is okay, but if someone does it whilst standing at the side of the road, it means they want a lift, and in scuba diving it means you want to go up to the surface. In his essay, “Rhetoric of

More about Roland Barthes developed a range of semiotic tools to analyse the cultural meanings

Open Document