Every image has a certain symbolism and provides some hints for the viewer to understand what the key message of the advertisement is or helps to create associative row with a certain culture, for example.
Now we concentrate on Panzani advertisement 2 packs of pasta, sausage, parmesan, tomatoes, onions, a mushroom and paprika all these could be seen from the open string bag. The whole picture is in yellow-green colors, the background of it is red (Barthes Roland, 1977). That is advertisement of Panzani analyzed by Roland Barthes. The present day imagery of Panzani has become more concrete yellow pasta, red tomatoes, green leaves of basil, and everything is placed on the white background. The two black and white pictures show people sitting around the table and enjoying pasta and cooks in the process of its preparation. The messages sent to the reader as in the Barthes variant, as well as in contemporary one could easily signified with the help of analysis.
The first message is without any doubts of linguistic origin. It is formed with the help of the different pieces of language, which are mainly Italian. The messages on the bottom of the web page include well known Italian trademarks, it goes without saying that they all of Italian origin. In the Barthes times advertisement there were the names of different products written Italian, which signified linguistic message to the reader. The similarity between the two advertisements of different time is in the word Panzani, which is due to its linguistic form signifies not only the brand name but also the Italianism of the of the advertisement. Barthes signifies the linguistic message of this particular advertisement is of denotative and connotative character (Barthes Roland, 1977).
If we shift our attention away from the linguistic message, then we see the image as it is (including the messages on the products depicted). There we could find a whole row of discrete signs. At first, they cause a feeling of visiting a market, and this association cause existence of two emotionally valuable perceptions the fresh meals and homemade cooking. The meaning is provided with the help of the bag, which is like a horn of plenty causes these associations (Barthes Roland, 1977). In the present day world advertisement of Panzani we see people around the table with already prepared meals, alongside with the cooks on the next photo is associated with eating out or quick and tasty preparation of pasta at home and it does not take a lot of time. The contemporary vision of the homemade meals has significantly changed. Now we prefer to order already made food in the restaurants or something that is cooked very quickly. Contemporary people do not spend much time at the kitchen and that is significant difference from the Roland Barthes times. We see that advertisement has significantly changed from the times it was analyzed by Mr. Barthes, hence the same discrete images are used to create associations, with tasty and quick dinner, with fresh products (we do not forget that on the background is ripe tomato and fresh green leaves of basil) either homemade or ordered in the restaurant.
The second sign is also lying on the surface its denotative is the tomatoes, paprika and pasta, three colored (yellow-green-red) advertising picture of Panzani, being more concrete on Italian manner. This sign is overwhelming compared to the connotative sign of linguistic message (Italian sound of the word Panzani). The knowledge this sign requires is more specific it is more foreign as the Italians themselves could hardly feel the connotative color of the word Panzani, as well as Italian taste of the tomatoes and paprika, which suppose knowledge of certain tourist stereotypes (Barthes Roland, 1977). The contemporary presentation of the Italian sign is showed on background, which is why it is more concrete. On the white background we observe red tomatoes, green leaves of basil and yellow pasta. The association with the three-colored Italian flag is obvious, and the whole tourism stereotype is becoming more concrete. The people depicted on the both pictures have Southern type of appearance they seem to be the representatives of this sunny Southern country. The associative rows are observed in the whole image and its parts separately, but as Roland Barthes mentioned these signs are designed for the foreign target group, making it more recognizable among the representatives of the other nations.
We see that more than 30 years have passed the concept of Panzani advertisement has changed but it still has the same messages as it had earlier. When Roland Barthes analyzed it the author masterfully showed the mainstream ideas used in advertisement. But in the present day world homemade cooking is not so acute, that is why Panzani as contemporary and popular brand name has made a shift to be more attractive for the target group. That is probably the most significant difference of the present and the past models. But the core ideas were left still the same.
The following part of my essay is devoted to another critical work by Roland Barthes The Death of the Author that signifies that not the author forms text but the text forms the author. I have chosen Friedrich Nietzsche as one of the most contradictory philosophers of the Modern Era, but it goes without saying that his contribution in the number of philosophical questions is one of the most significant.
Speaking about his essay Morality Is Anti-Nature, I would like to make a stress on the fact, that the author provides strong and supportive evidence to the fact that the question of morality has certain demands to the individuals. It has historical background to the times Nietzsche lived. It was the time of significant changes and shifts. And the same time it was demanding to refuse from certain essential needs such as passion Anti-natural morality that is, almost every morality which has so far been taught, revered, and preached turns, conversely, against the instincts of life it is condemnation of these instincts, now secret, now outspoken and impudent. When it says, God looks at the heart, it says No to both the lowest and the highest desires of life, and posits God as the enemy of life. The saint in whom God delights is the ideal eunuch. Life has come to an end where the kingdom of God begins (Nietzsche, 1895). It would be essential to note that this quotation perfectly illustrates whom Nietzsche considered to be the core propagandist of the Anti-Natural Morality. The influence of church at his times was very significant and this essay made Nietzsche rebel among those who followed religious dogmas as he was strongly associated with his creative works. According to Roland Barthes it was one of the core mistakes.
Let us finally consider how naive it is altogether to say Man ought to be such and such Reality shows us an enchanting wealth of types, the abundance of a lavish play and change of forms and some wretched loafer of a moralist comments No Man ought to be different. He even knows what man should be like, this wretched bigot and prig he paints himself on the wall and comments, Ecce homo But even when the moralist addresses himself only to the single human being and says to him, You ought to be such and such he does not cease to make himself ridiculous (Nietzsche, 1895). He proclaimed freedom of choice. This particular text made him one step higher than the human masses, who blindly followed the oppressive norms and dogmas of morality, despising and blaming for essential things. This particular piece of writing could hardly correspond to the average image of the German citizen at the end of the 19th century. Speaking about parochialism, Nietzsche put himself out of the oppressive norms.
Nowadays the norms of morality went far beyond the church and every one of us could personally decide what is good and what is evil. Each of us understands the necessity of science and physiological processes, which could be regarded as immoral from the church point of view. Nietzsches thoughts and ideas are the propaganda of so called freedom of will. I think he meant that humanity has developed so far that it does not already need an institution such as church. We teach ourselves how to live and what is good and what is not, we have already grown up higher than the institution is and every one of us could have different system of evaluation. We have different opinion on the different subjects. It has become norm of our life we have gone far from the norms of dogmatic morality of the church which oppressed people by certain rules and norms that did not correspond to the norms of life.
Speaking about the Death of the Author theory I would like to make a stress that the Nietzsches theory is an individualist theory. Describing the current state of things and analyzing the Bible, he reveals the inner sacred meaning, hidden we do not need oppressive norms, rules and dogmas anymore. We have grown up and went much more father than the institution dictating the norms of morality, especially observing the fact that some of them confront to the essential needs of every one of us. These dogmatic moralities confronts to the physiological and psychological needs of contemporary individual. Nietzsche calls those who reject the understanding and perception of dogmatic morality immoralists and my mates agree with him and so do I, as the reduce of the set norms was considered to be immoral. Hence I could hardly agree to the fact of immorality in the present day world. The attitude to the subject has changes as Nietzsche predicted. The number of immoralists has grown so far that they provide personal view and understanding of such contradictory question of morality. Someone could say that Nietzsches ideas are not already acute, but I could not agree with this statement as the basis of contemporary norms of morality and attitude to the question of dogmatic morality of church was formed due to the Nietzsches reduce the oppressive influence of the church on morality question and its denying of the essential parts of human life calling them immoral.
Every word of this essay, revealing the authors position and the same time kills author by the significance of the discussed problem. More than a hundred years passed but the problem of oppressive morality is still acute. The author died, but his literary heritage is left. Every word of this essay, a burning word of protest to oppressive morality, which sentenced essential things to be heresy and sins, now reduced. The same time the reader should remember that the author and his essay are two separates. Reflecting his protest, the author continues his path, the work is left behind hence it could be left attractive. Criticizing the current state of things Nietzsche aimed on social attraction, to the question, but not to his person. His rebel thoughts revealed in this essay, does not characterize him as revolutionary activist, but philosopher who was not indifferent to the destiny of his nation.
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