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Visual communication jill_fernie-clarke_ Visual communication jill_fernie-clarke_ Presentation Transcript

  • 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, andnothing 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 isthat there is no particular analytical languagecorresponding to the particularity of itssignifieds - how are the signifiedsof 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