Key terms
- Denotation - a literal, actual, obvious thing.
- Connotation - an association, a link.
Types of media consumption
- Primary - the media is exclusive focus of attention.
- Secondary - media consumption is secondary to another activity, there is no active focus on it. E.g. background radio while cooking.
- Tertiary - the weakest and least intensive relationship. The media is present, but not focused on at all. E.g. hearing a TV show through a wall while trying to work.
Types of media
- Television
- newspapers
- the Internet
- film
- radio
- advertising
- magazines
- music
- texting
- the telephone
- gaming
Genre
- The audience need to know this, as it helps them to better comprehend the text.
- The production team need to know this so they know which techniques to use when making the text.
- The critics and analysts need to know the genre so they can accurately review and compare the text to others.
Key concepts
Verbal language (words)
A form of a sign. A language's stock of signs is known as it's vocabulary.
Intertextuality
When texts are linked. Intertextuality in advertising is considered as essential. Examples include:
- texts in the same genre
- texts with similar themes
- magazines with accompanying programmes.
To analyse a text's intertextuality, you may consider:
- genre
- subject matter
- influence
- stars and celebrities
- spin-offs.
Anchorage
Words that direct a meaning of an image for a reader. Includes words, voiceovers, slogans and captions.