Understanding Visual Culture- Part 3- The Rhetoric of the Image

In preparation for the 3rd assignment, we were asked in this exercise to make brief notes on 2 or 3 advertisements found in everyday life.

The 3 I chose were for the Nikon D7100, Tassimo and Mercedes Benz.


Tassimo Ad

The linguistic message here is “My Tassimoment” and “The thrill of choosing which way to go”.

This is broken down in anchorage and relay. The relay is about what the writing could suggest to the viewer. In this advert it makes the viewer think about all the options the Tassimo gives you and lets the viewers mind wander. Whereas anchorage directs the viewer to the fact that there are options such as coffees, teas and hot chocolates (which is detailed further down in the advert).

There is then the coded iconic message and the non-coded iconic message.

The coded message here is perfectly made coffees and teas, look like they are from a coffee shop, warm background colour, feels quite indulgent, warm and cosy.

The non-coded message here is the viewer feels like they could sit down with a drink and have a indulgent moment, curl up on the sofa and enjoy the moment (tassimoment). By saying choosing which way to go it plants the idea in the viewers head “Which one would I have?”, “Which ones could I try?”

Nikon D7100

photo (1)

The linguistic message here is simply “I am a thrill seeker”.

Broken down in anchorage and relay. The anchorage is that the words are very bold and with them being in capitals, makes it stand out. The relay is that the words and image make the camera seem exciting with endless possibilities, as the “I am” is the main part of the campaign, it almost gives the viewer the chance to insert their own words.

The coded iconic message here is that it is very dramatic, you can just make out the outline of the camera against the black background, this adds to the thrill prospect of it. The non coded iconic message here is that it makes the viewer feel as though if they had the camera they too could be a thrill seeker and go on all sorts of adventures with this camera.


Mercedes advert

The linguistic message here is “look to the side without looking to the side”

This then broken down in anchorage and relay. The anchorage helps to focus the viewers attention and see that the image is actually an optical illusion. The relay here is it suggests to the viewer that the car “has your back” and gives you assurance.

The coded iconic message is a very simple image showing a man with half of his face, facing forward and the other half looking towards the left of the image. The background has been kept a simple pale blue to help make the image really stand out.




About kunsworthphotography

I am currently studying towards a BA (Hons) in Photography with OCA and I have 2 children, Evie(4 years old) and Connor(3 years old)
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