Image-Music-Text by Roland Barthes

In this essay Roland Barthes analyzes the relationship between image and text. He asks, "How does meaning get into the image? Where does it end? And if it ends, what is there beyond?" To answer these questions, Barthes studies advertisements to discover how image and text are being used.
Barthes primarily focuses on an advertisement of "Panzani." He states that images have three messages: linguistic, coded iconic, and a decoded iconic. The linguistic message is the text that tells the viewer the direction that the advertisement is going and how the viewer should interpret the advertisement. The image itself is also encoded with symbolic messages. Although the viewer might not know it consciously, subconsciously the advertisement uses images to put the product in a positive light. The fresh vegetables placed with Panzani brand items give the Panzini brand a sense of freshness and naturalness.
Barthes then argues how he believes that the photograph is the only true image because it "transmits the (literal" information without forming it by means of discontinuous signs and rules of transformation." Unlike a drawing, where items can be: edited; changed; etc, photographs are records of real life and "guarantees objectivity." (pg 43-44) Although photographs do record real life, I do believe that like drawings the artist/photographer can place the objects where they want to convey their point. In that way, I believe that they are more similar than they are different.

On page 38 Brothes remarks that we are still, and more than ever, a civilization of writing." In advertising, how much importance is placed on the text compared to the image? Is an advertisement with only text more eye catching, more appealing?