Applying Roland Barthes Communication Theory Essay Example

beliefs, circumstances, time periods or history, which in this context is referred to as Myth. This notion is displayed through a diagram on the side which explains that denotation or first-order meaning is portrayed in the form of Language due to its linguistic order. The initial box labeled "Language" interprets these words and objects providing the first order of meaning.

In the subsequent compartment, the inherent framework is the Myth itself which serves as a meta-language. Barthes proposes that within this auxiliary context, the ultimate interpretation of the Signifier initially emerges as a structure. The supreme sign or myth operates as an emblem of importance. To elucidate this hypothesis, I chose a sophisticated illustration from Apple's scenario - a promotional poster named "Building American Dream". (See Appendix 1 for reference). This image prominently exhibits an American flag in its backdrop (composed of red and white stripes with a blue corner featuring white stars), a distinctive red apple bearing one green leaf and inscribed with "Building American Dream", and supplemented by a small multi-colored Apple insignia positioned at one corner.

Initiating the evaluation, we first seek to uncover the denotative interpretation of the image, meaning the presented evidence and its literal descriptive signification. In this image, the signifier includes the American flag, a prominently displayed, vibrant red apple, a diminutive, rainbow-hued, bite-marked apple emblem, as well as a supplemental caption stating "building and american dream" in a corner. The signified entails the visualization of a mighty American nation coupled with an exemplary fruit symbolizing Macintosh corporation which ultimately steers us towards envisioning a robust and flourishing American computer firm.

The connotative importance relies

on cultural or historical contexts, the situations of both the observer and the portrayal, along with individual emotions, experiences, and understanding. Connotation refers to feelings triggered by an image even if they are not immediately apparent. Therefore, in this context, what is signified can be interpreted in many ways. To begin with, we concentrate on the most striking symbol in the illustration - a vividly bright red apple. Many would associate this image with a perfect fruit that's affordably priced. From a religious perspective especially for Christians, this picture could signify a pure plant from Eden's gardens embodying wellness and optimism.

Mackintosh's emblem, characterized by a bitten apple, could be seen as an allusion to the mythical fruit of wisdom from the Garden of Eden. This 'bite' is often perceived as a universally recognizable symbol because so many people are familiar with the taste of an apple. This attribute potentially associates it with a brand or product that is easily identifiable for everyone. The graphical depiction of the apple with a bite taken out corresponds directly to the company's logo, which features a vibrant bite imprint. Some members of the LGBTQ+ community see it as reflective of their rainbow flag while others interpret it as signifying freedom.

This parallels the concept that Americans and those devoted to computer science, like the reputed pioneer of the field Alan Turing who was gay, endorse Macintosh as a robust, reliable, and secure company. The representation of the American flag signifies patriotism and associates with the slogan, "Building an American Dream," illustrating the resolute American values, traditions, sweat equity, and importantly, the entire concept of the American

dream. By purchasing a product from Apple, an individual supports a company that upholds highly patriotic and optimistic principles.

Apple's corporate identity is often perceived as a representation of capitalism, especially among individuals living in developing nations who may see it as an ostentatious display of wealth and power. Due to ongoing global events, this poster could be negatively interpreted by Muslims, replacing any positive perspectives with feelings of hostility and ridicule. It's also important to remember the historical context of this poster, which harks back to the 1980s when worldwide conditions and individual priorities were markedly different. Ultimately, a myth encapsulates our beliefs and values that we associate with an image.

The Apple case has demonstrated how mythology is significantly shaped by cultural influences, indicating that what is perceived as true by one culture or individual may greatly differ in another. Additionally, people's interpretation of an image can evolve over time, despite the image itself remaining constant. Mythology is essentially a secondary system of semiotics concerned with forms and meanings. Barthes' theories have been instrumental in deciphering the Apple poster's image from various angles, leading to intriguing deductions. This experience has shown me that it is possible to examine and interpret an image from multiple viewpoints, thereby unveiling meaningful interpretations.