As requested in the exercise, I cut out a selection of photos from the Metro and Evening Standard newspapers. The aim was to re-contextualise the images using ‘Anchoring’ and ‘Relaying’ which were defined by Roland Barthes in his essay ‘Rhetoric of the Image’[1]. These techniques show two different ways of text being used alongside images.
Anchoring is used where you want to control the meaning and stop the image being interpreted differently from the intention of the newspaper and/or advertiser. This essay and another called ‘The Death of the Author‘ were both written in 1967 at a time when Barthes was driving the Postmodern narrative.
His belief was that creating images and artwork with an open ended meaning meant that they could be read in a number of ways by the viewer. A further dimension of this idea could be enhanced by the use of accompanying text.
Text in newspapers and advertising is usually used as an ‘Anchor’. Advertisers may use it to add ambiguity (‘Relaying’) to allow viewers to imagine something else or be somewhere else.
Below are my examples of re-contextualising a sample of images. I have used quotes as my examples of the ‘Relay’ technique.
This pumpkin picture was published alongside a story (and a ‘punny’ headline) of harvesting in the lead up to Halloween. 
‘Pumpkin theft is on the rise in the lead up to Halloween.’
‘Back pain claims are on the increase for pumpkin farm workers.’
‘Sale of over size pumpkins banned due to new EU regulations.’
‘Wheelbarrow use in decline as old fashioned farming techniques die out.’
‘Earn extra cash with night work down on the farm- Apply Now!’
“The pumpkin itself is a symbol for mortality” – various sources
‘Peter Pumpkin Head came to town, spreading wisdom and cash around” – A. Partridge
The story here was of a car owner leaving their car on the beach at high tide.
‘Race against time in bid to rescue trapped passenger’
‘Sea rescue team training at Southend On Sea’
‘Inspection team finalise preparations for submarine-car test’
‘Environmental concerns as car-dumping at sea on the rise’
“No need to look back to pictures of lost, when all was rust.” – Andy Partridge
“I may not have gone where I intended to go, but I think I have ended up where I needed to be.” – Douglas Adams
A story celebrating the career of TfL transport head Peter Hendy.
‘Safety awareness day on standing too close to the platform edge.’
‘Transport chief looks to the future as he turns is back on TfL.’
‘TfL chief considers proposal for roof extension at London train terminus.’
‘Livery change to be decided soon by TfL chiefs’
“Think I’m going south for the winter” – Andy Partridge
“Sometimes you’re the train, sometimes you’re the track.” –Luke Bryan
This photo accompanied an ad for new homes at the Elephant and Castle development.
‘New careers available in the City of London’
‘Dating sites looking for more subscribers in London’
‘Make an impression with the new male grooming kit!’
‘Leaders in acrophobia counselling now based in London.’
“Pavements of gold leading to the underground” – Andy Partridge
“The city buildings in the distance are holding up the sky, it seems.” – Markus Zusak
References:
- Rhetoric of The Image – Roland Barthes (essay 1967)
- The Death of the Author – Roland Barthes (essay 1967)
Martyn Rainbird 