Media theorists

Question 1

Halls reception theory

Answer 1

preferred reading - how do they want us to read the advertisement.
Oppositional reading - how might we make our own negative judgements about the product
Negotiated reading- the audience knows what the director wants us to think, knows why that might be an untruthful representation.

Question 2

Enigma codes - Barthes

Answer 2

an editing technique in which the camera shows only some of the narrative, leaving the audience with a sense of mystery as to where the narrative will go next.

Question 3

action codes - Barthes

Answer 3

actions in the narrative that tip off the viewer about what to expect as the narrative progresses.

Question 4

symbolic codes - Barthes

Answer 4

cultural symbols embedded in the mise en scene.

Question 5

semantic code - Barthes

Answer 5

any element in a text that suggests a particular or additional meaning by way of connotation which the story suggests

Question 6

Referential codes - Barthes

Answer 6

indicates anything in the text which refers to an external body of knowledge, such as scientific, historical and cultural knowledge.