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Anchorage
A term used in advertising to describe the use of text, in the form of a slogan or caption, to interpret an image. First introduced by the French theorist Roland Barthes along with the concept of relay, which is the relation of text within a sequence of images (as in a comic strip), anchorage leads the reader to a message that has been previously selected, instead of allowing the reader to put his or her own interpretation on the image. Therefore, the text becomes a form of control and has a repressive value with respect to the messages that can be drawn from the image. For more information, see Barthes (1977).