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Advertising and photography: rhetoric and representation

chapter
posted on 12.09.2016, 11:54 by Malcolm Barnard
The essay argues that documentary and rhetorical functions of photography are present in all photographs. Thus to every advertising, or rhetorical photograph there is a documentary element. And to every documentary photograph, there is a rhetorical element. This argument is constructed by following Derrida and showing how the punctum (as found in the work of Roland Barthes) is actually not a point and that because it is not a point, the documentary function is not the only function: culture and therefore persuasive and rhetorical elements can now ‘get in’ to the photograph.

History

School

  • The Arts, English and Drama

Department

  • Arts

Published in

A Companion to Photography

Pages

237 - 252

Citation

BARNARD, M., 2020. Advertising and photography: rhetoric and representation. IN: Bull, S. (ed). A Companion to Photography. Wiley-Blackwell, pp.237-252.

Publisher

Wiley-Blackwell

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2020-03-31

Notes

This book chapter is closed access.

ISBN

1405195843;9781405195843

Language

en

Editor(s)

Stephen Bull

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