Roland Barthes. Rhetoric of the Image. Image, Music, Text. Ed. and trans. Stephen Heath. New York: Hill and Wang, 1977. 32-51. In this essay, Barthes attempts to submit...the image to a spectral analysis of the messages it may contain (33) by turning to the advertising image, an image which, he argues, draws from signs are full, formed with a view to the optimum reading (33), and which therefore ...