When analysing media advertisements, terminology typically used includes -
Semiotics: separated
into denotation and connotation:
Denotation –
what you see, apparent meaning, the signifier.
Connotation-
hidden meanings or messages behind products. Signified
Universal
symbol – a symbol recognised worldwide
MES-
everything in front of the lens - lighting, framing, props, camera angles.
Product may be the focus
area of the image – up close to screen / audience.
Shallow
depth of field – the foreground being in focus, background out of
focus.
Depth of
field- foreground and background in focus, both as important for
advert.
Anchorage –
when text ads more meaning to an image.
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