Advertising And Roland Barthes's Rhetoric Of The Image

In 1977, Roland Barthes built an analytical system in his book called Rhetoric of the Image. He believes that images are representative, which can reflect reputed antipathetic to live experience. Although the technologies of illustrating a sign have been changing a lot all the time, those images still can include the superficial meaning and behind meanings up to forty years later. In this easy, therefore, I will show that how to frame the myth through signs in the contemporary advertisement.
We have two advertisements here. One is a magazine advertisement, which is about Italian pasta (see Figure 1). The other one is a series of McDonald’s McDelivery Campaign advertisements (see Figure 2) for promoting the fast food chain’s delivery service in 2016, which is designed by Leo Burnett Dubai. By these two advertisements, we can see that every advertisement have signs and signs always can tell behind story of advertisements themselves. First of all, Barthes mentioned that conveying the ideas of advertisements is depending on three main points: linguistic messages, symbolic messages and literal messages. He took the exemplification of Panzani to describe how those three messages apply in the advertisement. More specifically, designer printed most words on the packaging based on the brand. This gives a fundamental cognitive to the consumers about what

Under the logo is the linguistic message “delivering what you love”, which gives the McDonald’s ambitious of becoming the best delivery services. This provides a further reflection after the firm takes the slogan “I’m Lovin It”. It can be said that the sentence gives a comprehensible concept about the perfect home delivery service. The behind signification can be how people love those McDonald fast food and how best the staff can do to the consumers. The word “love” make people feel like they can get what they want for every