Sadia Afrin, Sheikh Md. Muniruzzaman


This paper focuses on the power of image and how image gradually turns into language. In postmodern era, media is an integral part in everyday life that dominates capital market by using plethora of images for media presentation and image production. In Rhetoric of the Image, Roland Barthes successfully shows the relation between media and capitalism. In his essay, Barthes uses the image of Panzani pasta through which he has conveyed different meanings that an image can represent. This essay is a classic semiotic text where Roland Barthes analyses an advertising image and uses it as a means of unraveling the mystery of how different messages are conveyed by a system of sign. In the light of Barthes’ Rhetoric of the Image, this paper scrutinizes how advertisement provides rich layers of meanings through a single image and the crucial role that the worldwide entertainment media is playing in global capital market.


Article visualizations:

Hit counter



image, media, capitalism, sign, rhetoric, postmodernism

Full Text:



Barthes, R. Image-Music-Text, trans. S. Heath (1964); rpt. London: Wm. Collins Sons and Co., pp. 32-51. 1977.

Baudrillard, J. From Symbolic Exchange and Death. In Lawrence E. Cahoone (ed). From Modernism to Postmodernism: An Anthology. pp. 437-460. Blackwell Publishers. Oxford & Malden, Massachusetts, 1996.

Jameson, F. From “The Cultural Logic of Late Capitalism”. In Lawrence E. Cahoone

(ed). From Modernism to Postmodernism: An Anthology. pp. 556-572. Blackwell

Publishers. Oxford & Malden, Massachusetts, 1996.

Debort, Guy. Society of the Spectacle. Black and Red, Detroit, 1967.

Hawkes, D. Ideology. Routledge, London. 1996.

Jenks, C. Culture. “Visual Culture”. Routledge, New York, 2005.

Lane, Richard J. Jean Baudrillard. Routledge, New York, 2003.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2018. European Journal of Literary Studies (ISSN 2601-971X / ISSN-L 2601-971X). All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.