The Final Interpretation - October 18th, 12AM

In The Rhetoric of Image, Roland Barthes establishes his position in regards to semiotics by explaining how individual subjects within an image can create a unified meaning through the correlations between their signs. He used to Panzini ad example to demonstrate a proper, semiotic breakdown. Three of the most crucial points made in his essay were:

A.) “To read this first sign requires only a knowledge which is some sort implanted as parts of the habits of a very widespread culture”

Though it might sound superfluous, the quote is important in that it brings awareness to something that we usually would not consider. The way we interpret different signs is determined by our own understanding of the presented material. When analyzing the ad for the last episode of The Sopranos, it is important to note that the title of the series does not appear anywhere on the image. The ad obviously requires the viewer to make the connection through the rest of the image based on their knowledge of the show. This could be done via our understanding of the setting (New Jersey) and the character (Tony Soprano). However, this connection is exclusive to only those who follow the show. Thus, we can say that the ad was able to provide those of us who know of the show with a sense of privilege and at the same time also fascinate those who are new to the series. Either way, the ad is successful in achieving its goal.

B.) “The image immediately yields a first message, whose substance is linguistic; its supports are the caption, which is marginal, and the labels, these being inserted into the natural disposition of the scene”

Here, Barthes talks of the importance of the linguistic code. Though this quote might not be as ‘illuminating’ as some might consider due to its simplicity, Barthes unarguably makes a fair point here. Take The Sopranos ad for example. The message informs us of an event, date and time, allowing us to deduce that the image is an ad for the series’ finale. The second line in red text reads “Made in America”. This is clearly a reference that would require prior knowledge of the show to interpret accurately. In a way, the text in the advertisement is used to capture our attention, as a plain image would provide insufficient meaning to those who do not know of the show. Though the text is informative in some ways, much of the image’s content is still shrouded in mystery.

C.) “There are those who think that the image is an extremely rudimentary system in comparison with language and those who think that signification cannot exhaust the image’s ineffable richness. Now even -and above all if- the image is in a certain manner the limit of meaning, it permits the consideration of a veritable ontology of the process of signification”

This is one of the most intriguing ideas proposed by Barthes. In essence, Barthes provides arguments on both sides in terms of the search for meaning in images. One could say that the true meaning behind an image would be lost in a desperate attempt of interpretation. However, it could also be argued that all images contain universal meanings on a basic level and that the search for meaning is not a self-defeating process. In the case of The Sopranos ad, we can say that, based on our understanding of the subject presented in the image, the viewer can form two very distinct interpretations. To some extent, Barthes’ understanding of semiotics could be briefly summed up in a simple statement; and that is how the simplicity of an image itself can sometimes carry the most complex connotations (depending on the viewer.)