Barthes Thoughts On Myth

Roland Barthes used the term "myth" in a variety of ways. He believes "myth is a hidden set of rules, which has meanings and are specific to certain groups. Myth also allows a connotative meaning or image to appear denotative. In one example,Barthes disagreed with the French advertisement for Italian sauce and pasta. They advertise the product by using concepts such as "Italianicity". Barthes believe this was a connoted message. This product wasn't for the Italians, it was specifically for the French audience.