Key terms- print advertisement

• Denotation


  What you see
• Connotation


  What it means
• Context


  Everything surrounding the subject
• Anchorage


  Words connected to images or titles
• Iconography


  Symbolic images in art
• Tagline


  Catchphrase
• Slogan


  Motto
• Persuasive language


  Convincing language
• Mid shot


  Between close up and long shot
• Gesture codes


  Body language
• Dress codes


  Clothing choices
• Mantra


  Repeated slogan
• Direct mode of address

  Confrontational gaze
• Composition


  Layout and positioning of image/text
• Enigma code


  Mystery signs and symbols
• Protagonist


  The 'hero' and/or main character
• Antagonist


  The 'villain' or opposition to main character
• Damsel in distress/princess


  Stereotyped female character
• Intertextual reference


  A media text which refers to other media texts for extra meaning
• Narrative


  Organised story elements
• Logo


  Company brand image
• Aesthetic


  The 'look' of a media text
• Mise-en-scene


  Everything in the frame
• Cinematography


  Artistic construction of image
• Representation


  The portrayal of groups and individuals
• Patriarchy 


  Male dominated society
• Stereotype


  Generalised assumption about a group or individual
• Countertype


  Alternative representation about a group or individual
• Target audience


  Group/category of consumers based on age/gender/race/class, etc.