Anchorage & Relay


 Roland Barthes (The Rhetoric of the Image)
 Anchorage

 A process of applying text in sort of a label type of
way to an image
 Relay

 The words and pictures tell a story equally
 The Buyer Decision
Process

1st
• Needs Arousal/Recognition

2nd
• Information Search

3rd
• Evaluation Behavior

4th
• Purchase Decision

5th
• Post-purchase Behavior
 The Calvinist Principle

 John Calvin believes that it is through the
consumption of material goods that people can truly
fulfill God’s desire
 He argued against the Catholic doctrine’s espousal of
asceticism