Project 12 Rhetoric of the image

Project 12 Rhetoric of the image

1) Etymology - explains origin and history of words
2) Rhetoric - is a type of speaking, writing, visual work used to persuade an audience of validity or truth in a statement or image
3) Semiotics - the study of signs and sign processes - closely related to linguistics.  Is divided into three branches
               a) Semantics  - Relations between signs and the things to which they refer
               b) Syntactics - Relation among sign in formal st ructions
               c) Pragmatics - Relation between signs and the effects they have on people who uses them

Semiotics is the common umbrella term to describe both the Saussurean and the Peirean approach (Ferdinand de Saussure and Charles Sanders Peirce)

Fiske defines semiotics as being essentially a theoretical approach to communications in that its aim is to establish widely applicable principles (Fiske, 1982,p.118) which means that semiotics can be used in anything in the mass media from TV, radio, films,photos, newspapers posters and advents in magazines.

Semiotics is sometimes referred to as "semiology" as the sign of signs or theory of signs others include body language posture facial expressions clothes worn etc.

The advertisers have in their minds exactly who their target is aimed at.  Since the making of them is costly and complex business those involved in the production select and choose ways (for example they choose the image, highlighting, typography, focus camera angle etc.  (one example is to spray a food product with a substance that gives an extra `eat me` look i.e. a shine)

Such a team will draw upon there own perceived concepts and ideas of what the product is about and the target audience it is aimed at.  So in effect adverts consist of many messages (dyer 1986, p.135) but it is up to the individual how they interpret the image they see- and this will be according to the reader/ viewers cultural views.

The first advert I have chosen is that of  L'Oreal men expert vita lift (seen in Live magazine supplement (The mail on Sunday)  This is a magazine aimed at the man of the house with many articles that are expensive.  The adverts is mainly black and white being of  Hugh Laurie (who has recently been advertising the product on TV)   To the right of this photo the product itself with a red hue round it which makes it stand out for the page.  Hugh Laurie has  a knowing expression with a hint of a smile with  the words in brackets "Keep on being yourself "  and under the product  (its not a face lift, its a vita lift).    


The next is Potters Herbals ( In the You magazine supplement to the Mail on Sunday newspaper). The picture again is in black and white which shows an a gentleman in top hat 1800s clothes, finger to his lips, the background is misty (similar to an early photograph) of the sky line and trees the products are in colour one orange, one green and one pink each with a different product (chest mixture, cough mixture and catarrh mixture) I think the advert is saying that the longer the company  has been going (since 1812) the better the product.  Also the products being in colour stand out to catch the eye.


The last product I have chosen is that of a perfume product  Daisy (Marc Jacobs) (also in the You magazine) This advent shows a clear blue sky a field of daises a woman holding the perfume in both hands raised,  face raised to the sun eyes closed mouth slightly open long hair gently blowing in the wind wearing a pure white dress.  This gives the impression of a perfume that is light  and gives the feeling of warm summer days in the countryside.  The colours of the advert are gentle.