As Barthes says in Mythologies, We must here recall that the materials of mythical speech (the language itself, photography, painting, posters, rituals, objects, etc.), however
different at the start, are reduced to a pure signifying function as soon as they are caught by myth
(Barthes, 1972, p. 114). He applies his semiological analysis into other visual
materials. For instance, in the Panzani advertisement analyzed in "Rhetoric of the Image," he analyzes three kinds of message: a linguistic message, a coded iconic message, and a non-coded
iconic message (the cultural message). He also reflects about the relationship between linguistic message and image. He devised the concepts of anchorage
which is the faculty
for the linguistic message to control the meaning of the image, and relay,
the supportive relationship of text and image. Anchorage and relay are useful conceptual tools in
analyzing media products such as news, advertisements, or soap operas.
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