The Image Speaks

Advertising relies on the ability of the audience to decipher the messages amidst the pictures and words. Barthes points out that, like most advertisements, the Panzani advertisement has three different levels of meaning. The first is the linguistic meaning. The Panzani logo on the products, the text at the bottom of the page; these words help the viewer to decipher the intentions of the advertisement. These words add anchorage to the advertisement. From these words, the viewer perceives a sense of Italianicity, giving the product a more authentic feel. To interpret this message, all the viewer needs is the ability to read and a basic sense of world languages. The text in the ad allows the viewer to uncover the denotative meaning. No serious thought is needed to put together that the company Panzani wants you to buy their products because they are authentically Italian. The text serves as a guide through signifieds of the image.

The second level is the Iconic level. This allows the audience to form a connotative meaning for themselves. Although an Italian would notice the French basis of the company's name and probably think nothing of seeing a fresh tomato, the intended audience of people outside of Italy get the message. The subjective terms by which the audience forms their perceptions allows for some flexibility, but when most people in the target audience see this image, they think Italian food. The old-world feel of the image gives people the hint of authenticity, and the simplicity of the image reinforces this idea.

The third level of meaning is the Literal meaning. This level is nothing more than "what you see is what you get." The text and the image combine to form the total ad, and what is there is undeniable. All of these things are occurring at one and the same time in this image, the literal level supports the Iconic level. The symbolic level allows for connotative interpretations, and the literal allows for denotative. When the three levels of meaning are seen as once, it allows the reader to view the ad with the correct level of perception.