Anchorage - Fixing of meaning. e.g the copy text anchors (ie fixes to one spot) the meaning of an image in a print advertisement.
Cropping - Re-sizing an image. (E.g people use cropping to extract a certain part of an image either to analyse it or to re-size it).
Semiotic - The study of signs. Breaking down each scene and analysing what meaning are carried along with it. The semiology of a short clip also foreshadows what will happen later on in the movie.
Juxtaposition - The process of positioning things close together.
Mise - En - Scene - This describes the main and underlying aspects of a production (i.e costume, lighting, acting, make-up, props and setting ) *CLAMPS* this can however relate to both still images and moving images.
Homage - When a film director pays tribute to another person by the use of images, texts etc this however should be an acknowledgement of his/her influence and importance.
Demographics - This helps break down the target audience into social class. e.g cartoons are mainly targeted at children.
Psychographics - Attributes to values and attitudes etc of lifestyle. (e.g carers those who want to save the world etc).
Binary opposition - A term used by Clause Levi - Strauss as part of his argument that narratives are structured around oppositional elements in human culture, for example good and evil, life and death, night and day etc.
Iconography - The distinguishing elements in terms of props and visual details which characterise a genre. (e.g horror movies connote death, blood and use of weaponary)
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