This exercise assesses an image contained within an advert for the sale of apartments. Specifically, using the taxonomy defined by Barthes, identifying symbols within the image that are used to signify something (the signifier) and what it is that is suggested (the signified).
This is an advert for apartments for those over the age of 65, see Fig. 1. The images straightforwardly tells us that the apartments have a balcony but nothing about the property itself or its location. Instead, the image is designed to portray a number of lifestyle choices and to evoke the emotions associated with said lifestyle.
| Signifier | Signified |
| High quality table and chairs with drinks glasses and book | A place to enjoy leisure in a relaxed lifestyle – time to sit, relax, drink and read. The style of all elements is one of modern chic portraying items that could perhaps only be afforded by somebody more wealthy, signifying a place for those who have been successful in life. |
| Plants on balcony | Open outdoor space, this may be an apartment block with no private garden but you will still have your own space to be, and to grow plants. |
| Background red brick buildings | These apartments are located in Kensington. They are new buildings but they are located in a well known and established area, and that brings the values of a well-to-do affluent district of London. |
| Empty balconies in background | Two interpretations of this: The foreground balcony is yours and brings all of the positive attributes highlighted above. Your balcony is the best one in sight, you have been successful creating this space.The balcony in the foreground is somebody else’s, but you like it and want one. There are others available to you, the empty balconies are properties that are available and waiting for you. |