reviewing codes and conventions

Semiotics and Media Language and Sassure

Iconic – Signs which are what they represent
Indexical – Signs linked o a certain aspect e.g. cardboard boxes imply homelessness
Symbolic level – Signs with deeper levels of meaning e.g. American Flag – freedom
Signifier – the physical form of the sign
Signified – what the sound or image expresses
Technical Codes, Genre and Lighting

1) Shot size
2) Long shot
3) Mid shot
4) Close up
5) Extreme close up

Lighting

Low Key – Dramatic, moody
High Key – Bright and exciting
Low contrast – Not many different colours, everyday
High contrast – Dramatic, volatile
Focus
Deep – Look at everything
Selective – Looks at most important subject
Soft – When edges blur together
Denotation and connotation
REMEMBER: Keep the actual image separate from the interpretation of it.
Denotation – What is literally in the picture
Connotation – Different interpretations which might be associated

Genre
We have genre because it gives the producer a list of ingredients which he/she can use to make an effective product.
Audience expectations need to be met with genre in order for it to be successful.
Critics and analysts use genre as a basis for comment
Within Genre there is always the following components:
• Stock characters
• Stock Plots
• Stock situations, issues and themes
• Stock locations and backdrops
• Stock props and signifiers
• Music
• Generic Conventions

Analysis of Adverts
The image needs to be analysed by 7 things;
1) Position of the camera
2) Lighting
3) Composition (how is it set up)
4) Framing
5) Focus
6) Objects and people (positioning of)
7) Meanings which result