Transcript 1007 - TeacherTube

The Rhetoric
of the
Presented
by Jeannie Parker Beard
Roland Barthes
• 1915-1980, French Literary Critic and Theorist
• Semiotics and Structuralism
• “The Rhetoric of the Image” 1977
The Panzani Ad
Barthes chose to
analyze an
advertisement
“Because in
advertising the
signification of the
image is undoubtedly
intentional” (33).
The “Linguistic Image”
The language
that anchors
the text.
•Denotational &
Connotational
• “Italianicity”
Of Panzani
The Pure Image
Depicting: “two
euphoric values: that
of the freshness of the
products and that of
the essentially
domestic preparation
for which they are
destined” (34).
The symbolic meaning
of the image
The “Literal Message”
Denoted meaning
“What it is”
•Pasta
•A net
•Can
•Onions
•Peppers
•Tomatoes
•Garlic
Connoted meaning
triggers associative
responses in the viewer
So what?
• The “Rhetoric of the Image” demonstrates
how images have a dramatic effect on how we
view, interpret, and relate to the world.
• Images are sign(ifier)s
Images as Signs
What does this image mean to you?
Text vs. Image
Summer Reading List
Image vs. Text
Summer Reading List
The Power of Image
Words alone do not always convey the most
meaning.
Chocolate
• “Aunty Pam's is an old-fashioned chocolate
cake, is not a sponge or a mudcake. It has a
light, fine texture and is milky, slightly fluffy
and quite sweet. The recipe is a simple one
that uses vinegar to sour the milk, bicarb soda
and half a cup of cocoa. Everything can be
mixed in a single bowl and is then easily
poured into tins.”
“My Friend the Chocolate Cake”
By Leanne Tolra
Theage.com.au
The Logo
• A logo is good for brand recognition.
The Logo with The Pic
• But it’s even better this way.
Rhetoric of Graphical Data
Often a graph or chart depicts data more effectively than just
statistics would.
“In 2008, only one state (Colorado) had a prevalence of obesity less
than 20%. Thirty-two states had a prevalence equal to or greater
than 25%; six of these states (Alabama, Mississippi, Oklahoma,
South Carolina, Tennessee, and West Virginia ) had a prevalence of
obesity equal to or greater than 30%.”
– Center for Disease Control and Prevention: Your Online Source for
Credible Health Information. “U.S. Obesity Trends: Trends by State
1985-2008”
http://www.cdc.gov/obesity/data/trends.html
Percent of people per state with a BMI greater than 30 from 2008. Date from:
Obesity and Overweight for Professionals: Data and Statistics: U.S. Obesity
Trends. Centers for Disease Control and Prevention (2009-08-19). Retrieved
on 2009-08-21.
Image and Self
Images help create our sense of identity.
Image vs. Reality
Click for real Faith
Dove Evolution Campaign
http://www.youtube.com/watch?v=iYhCn0jf46U
Director Tim Piper Ogilvy, Yael Staav (soft
citizen).
Soho - post production, Rogue - editing, Vapor
music sound and mixing, Gabor Jurina photography, Makeup - Diana Carreiro, music Flashbulb and Vapor.
Ogilvy creative team: T Piper & M Kirkland.
Image and the World
Often images are needed to help us understand
situations that are happening in our world.
Information may seem remote without images
to back it up.
Reading vs. Seeing
The current water crisis in Sudan
• • 12.3 million people only have access to contaminated
water
• • 30% of the rural population and 40% of the urban
population have clean drinking water
• • Only 5% of Khartoum’s population has access to a central
sewage system
• • Only 20% of rural dwellers have some form of sanitation
services (usually pit latrines)
• • In 2004, 700,000 people in Darfur didn’t have access to
clean drinking water
– http://blueplanetrun.org/youthboard/sudan
Knowing vs. Seeing
Water Crisis in Sudan
“Torn by civil war between its Muslim North and Christian
South, Sudan, the largest country by area on the African
continent, faces tremendous challenges ensuring its nearly
40 million people have adequate access to safe water. The
situation is particularly dire in the refugee-packed south
where UNICEF estimates more than 17 million people have
no safe drinking water.”
– http://images.businessweek.com/ss/09/04/0410_world_water_
crisis/20.htm
•
“A woman is filling a bowl with a dirty,
undrinkable water at Boromata’s well.
The Vakaga region, close to Sudan,
suffers from a high incidence of
environmental diseases. Rate of
diarrhea, which was found to be high
amongst children under 5, affects up
to 50% of children per week.”
© Pierre Holtz | UNICEF
A woman is filling a UNICEF jerrycan at the
Boromata well.
© Pierre Holtz | UNICEF
Girls are drawing water from the
Boromata’s well. Most of the
wells are traditional and
dangerous to use in the Vakaga
region, close to Sudan.
© Pierre Holtz | UNICEF
A little girl with her bottle of water is coming
back from the well, Boromata, northeastern
CAR, close to Chad. The incidence of diarrhea
is extremely high amongst children under 5
© Pierre Holtz | UNICEF
A woman is filling an UNICEF jerrycan
at the Boromata well. The Vakaga
region, close to Sudan, suffers from a
high incidence of environmental
diseases. Rate of diarrhea, which was
found to be high amongst children
under 5, affects up to 50% of children
per week.
© Pierre Holtz | UNICEF
Images and Values
Images have been used for centuries
to persuade the public and affect the
people’s sentiments toward particular
issues.
“Am I Not a Man and a Brother?”
Josiah Wedgwood (1730-1795) and either
William Hackwood or Henry Webber; "Josiah
Wedgewood...produced the emblem as a
jasper-ware cameo at his pottery factory.
Although the artist who designed and
engraved the seal is unknown, the design for
the cameo is attributed to William Hackwood
or to Henry Webber, who were both modelers
at the Wedgewood factory.”
http://www.pbs.org/wgbh/aia/part2/2h67.ht
ml
“No Nothings”
Caricature from 1850, reprinted in Smithsonian Magazine in 1996.
Irish immigrant in whiskey barrel and German immigrant in
beer barrel run off with ballot box in US election.
Date
1850
Anti-Irish propaganda from
Punch magazine, published in
August 1846. A cartoon is
depicting the Irish as violent.
U.S propaganda from the
WWII, urging citizens to
increase production.
“The Two Platforms”
“The two platforms" From a series of racist posters attacking Radical Republican exponents
of black suffrage, issued during the 1866 Pennsylvania gubernatorial race. The poster
specifically characterizes Democratic candidate Hiester Clymer's platform as "for the White
Man," represented here by the idealized head of a young man. (Clymer ran on a whitesupremacy platform.) In contrast a stereotyped black head represents Clymer's opponent
James White Geary's platform, "for the Negro."
Rosie the Riveter
US PsyOps leaflet used in Afghanistan ]
http://www.psywarrior.com/
Images as Symbols
1,000 Words?
What images stand out to you as being the most effective?
Why? Which images are ineffective? Why?
What are some of the most influential images you
encounter on a daily basis? What stands out about these
images? Why are they effective?
How can understanding the rhetoric of images affect the
way you see and relate to images?
How can you apply the rhetoric of images to your video?