Key Terms

Question 1

What does the word connotation mean?

Answer 1

The meaning/associations you get from a particular image/text

Question 2

What does the term Anchorage mean?

Answer 2

The word/logos that accompany an image – this gives it a certain meaning

Question 3

Define the word polysemic

Answer 3

Different individuals can interpret different meanings from a text

Question 4

What is direct mode of address?

Answer 4

Where a person is staring directly out at you from an advert (this engages the audience into the advert)

Question 5

What does the term controversial mean?

Answer 5

Controversial is used to describe someone or something that causes people to get upset and argue

Question 6

Explain what a passive audience is?

Answer 6

A passive audience is somebody that believes all that they are told and doesn’t question the information

Question 7

Explain what an active audience is?

Answer 7

An active audience is somebody who would question the information that they are told and challenge the source

Question 8

What is a stereotype?

Answer 8

Stereotype is a widely held but fixed and oversimplified image or idea of a particular type of person or thing for example a blonde haired woman being less intelligent hence the term dumb blonde