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Visual Communication:
‘The Rhetoric of the Image’
      Dr Jill Fernie-Clarke
          March 2012
http://www.telegraph.co.uk/culture/tvandradio/8068349/The-Only-Way-is-Essex-the-worst-address-in-
                                          England.html
Roland Barthes/ Semiotics
• http://www.aber.ac.uk/media/Documents/S4
  B/sem06.html
• http://98.131.80.43/home/wp-
  content/uploads/2011/06/barthes_rhetoricofi
  mage.pdf
• http://www.scribd.com/doc/13270483/Barth
  es-ImageMusicText
Denote/ Connote
Symbolic
Allegory and the Migration of Symbols
                                   The Collected Essays of Rudolf Wittkower
                                                 Rudolf Wittkower
 ‘For Rudolph Wittkower it was the fact that art communicated experience which made it a rewarding study, and
nothing fascinated him more than the way in which one culture picked up and transformed the images of another.’
Cultural Context
‘How does meaning get into the image? Where
  does it end? And if it ends, what is there
  beyond!’

         Roland Barthes ‘The Rhetoric of the Image ‘ in Image,
         Music Text 1977 p.32
‘Another difficulty in analysing connotation is
that there is no particular analytical language
corresponding to the particularity of its
signifieds - how are the signifieds
of connotation to be named ?’
Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.47
This common domain of the signifieds
  of connotation is that of Ideology, which cannot
  but be single for a given society and history, no
  matter what signifiers of connotation it may use.
To the general ideology, that is, correspond
  signifiers of connotation which are specified
  according to the chosen substance.
These signifiers will be called connotators and the
  set of connotators a rhetoric, rhetoric thus
  appearing as the signifying aspect of ideology.
Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.51
Visual communication jill_fernie-clarke_

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Visual communication jill_fernie-clarke_

  • 1. Visual Communication: ‘The Rhetoric of the Image’ Dr Jill Fernie-Clarke March 2012
  • 3. Roland Barthes/ Semiotics • http://www.aber.ac.uk/media/Documents/S4 B/sem06.html • http://98.131.80.43/home/wp- content/uploads/2011/06/barthes_rhetoricofi mage.pdf • http://www.scribd.com/doc/13270483/Barth es-ImageMusicText
  • 6.
  • 7.
  • 8.
  • 9. Allegory and the Migration of Symbols The Collected Essays of Rudolf Wittkower Rudolf Wittkower ‘For Rudolph Wittkower it was the fact that art communicated experience which made it a rewarding study, and nothing fascinated him more than the way in which one culture picked up and transformed the images of another.’
  • 11.
  • 12. ‘How does meaning get into the image? Where does it end? And if it ends, what is there beyond!’ Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.32
  • 13.
  • 14.
  • 15. ‘Another difficulty in analysing connotation is that there is no particular analytical language corresponding to the particularity of its signifieds - how are the signifieds of connotation to be named ?’ Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.47
  • 16.
  • 17. This common domain of the signifieds of connotation is that of Ideology, which cannot but be single for a given society and history, no matter what signifiers of connotation it may use. To the general ideology, that is, correspond signifiers of connotation which are specified according to the chosen substance. These signifiers will be called connotators and the set of connotators a rhetoric, rhetoric thus appearing as the signifying aspect of ideology. Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.51