All texts vary in their construction and creation of meaning on 2 levels - Context of Culture and Context of Situation. Different texts are constructed differently according to their social purpose.
Any text is created in order to make meaning, whether using writing, speech or a visual medium.
As with written texts, we can talk about how the various meanings are made within visual images. The readings and lectures for this course have introduced you to a language for talking about images. This image is being used to sell a clothing company, in the context of an advertisting campaign. The Benetton advertisement is best understood in the context of their whole advertising style, which portrays concepts about their company and its beliefs rather than just showing clothing products. Benetton are known for being controversial and confronting when dealing with issues such as unity, diversity, creativity, race, HIV, violence and death.