YEAR 12 / AS Levels

Question 1

What is a denotation?

Answer 1

The action or a process of indicating or referring to something by something by means of a word, symbol etc.

Question 2

What is a connotation?

Answer 2

An image or idea that a word invokes in addition to its literal or primary meaning.

Question 3

Syntagm

Answer 3

A single word or element of design that, when altered, can change the overall meaning.

Question 4

Paradigm

Answer 4

A group or related ideas that are interchangeable in a sentence or design, yet they have the same collective meaning.

Question 5

Mise-en-scène

Answer 5

French term meaning ‘put in the scene’ or ‘on stage’

Question 6

What is the spectators gaze?

Answer 6

The gaze of the viewer at a character in the scene

Question 7

What is the intra-diegetic gaze?

Answer 7

The gaze of one character at another

Question 8

What is the direct gate?

Answer 8

A character looking out at the viewer

Question 9

What is the look of the camera?

Answer 9

The way the camera itself cooks at a character

Question 10

What is Scopophilia?

Answer 10

‘Pleasure in looking’

Question 11

What is Voyeurism?

Answer 11

Is the interest in spying on people engaged in behaviours or a private nature. The subject is often unaware of being observed. May also involve the making of a Secret photograph on video or the subject during an intimate activity

Question 12

Where will you be exposed to advertising?

Answer 12

Websites
Social media
Emails
Advertorials
TV/cinema
Apps
Radio
Post
Public transport merchandise
Print media
Billboards/posters

Question 13

Everything in film and TV media products have been selected

Answer 13

Portrayal of people
Portrayal of places
Ideas
Sound
Camerawork
Lighting
Design
Script
Editing

Question 14

Preferred Reading

Answer 14

The decoder uncritically accepts and shares the meaning intended ( consciously or subconsciously) by the producer expects them to and confirm the social order.

Question 15

Negotiated Reading

Answer 15

The decoded may understand the preferred meaning but also partly resists or modifies it to fit their own viewpoint.

Question 16

Oppositional Reading

Answer 16

the decoder may understand the preferred meaning but rejects it because their social position puts them in conflict with the preferred meaning .

Question 17

Aberrant Reading

Answer 17

the decoder creates their own interpretation that is entirely different to the intended meaning, such as a parody

Question 18

types of representation

Answer 18

1. Age
2. Social groups
3. Gender
4. Ethnicity
5. Places

Question 19

maslow’s hierarchy of needs

Answer 19

BOTTOM TO TOP
1.Physiological E.G - air, water, food, shelter
2. Safety E.G - employment, health, property
3. Love and Belonging E.G - family, friendship
4.Esteem E.G - respect, status, freedom
5. self-actualization - desire to become the most that one can be

Question 20

conventions of visual adverts

Answer 20

1. Brand logos and colour schemes
2. Slogan
3. Aim to be striking or memorable
4. More emphasis on image than words
   5.Reliance on symbols and stereotypes

Question 21

Construction

Answer 21

The process of making conscious or subconscious decisions when selecting and receiving the content of a media product

Question 22

Anchorage

Answer 22

directing the audience towards a desired outcome by attracting a meaning to something that could have many interpretations

Question 23

Presence

Answer 23

Including certain elements in the media product, either deliberately or not

Question 24

Absence

Answer 24

Not including certain elements in a media product, either deliberately or not

Question 25

Encoding

Answer 25

The process of constructing a meaning when producing a message

Question 26

Decoding

Answer 26

the process of constructing to understand a message

Question 27

Design Elements

Answer 27

1. Lines 2. Shape 3. Direction 3. Texture Dimensions (2D & 3D)

Question 28

Design Principles

Answer 28

1. Balance 2. Alignment 3. Repetition 4. Contrast 5. Space/Proximity

Question 29

Everything in film and TV media products has been selected

Answer 29

1. Portrayal of people/places 2. Ideas 3. Sound camerawork 4. Lighting 5. Design 6. Script 7. Editing

Question 30

where you will be exposed to advertisement

Answer 30

1. Websites 2. Social Media 3. Emails 4. Advertorials 5. TV/Cinema 6. Apps 7. Radio 8. Post 9. Public transport 10. Merchandise 11. Print media 12. billboards/posters

Question 31

DEMOGRAPHICS:

Answer 31

statistical data relating to the population and particular groups within it.

Question 32

PSYCHOGRAPHICS:

Answer 32

the study and classification of people according to psychological and behavioural criteria such as their values, lifestyles, attitudes and aspirations

Question 33

Succeeders:

Answer 33

People who are successful and self-confident. They tend not to buy aspirational products and follow their own ideas of what is a good product.

Question 34

Reformers:

Answer 34

Creative, caring, not brand conscious.

Question 35

Aspirers:

Answer 35

People who want to ‘get on’.

Question 36

Mainstreamers:

Answer 36

The largest segment, they want to ‘fit in’ and buy ‘safe’, big brand products

Question 37

Strivers:

Answer 37

status-oriented people who seek money, approval and social status. Obvious buyers of ‘aspirational’ goods.

Question 38

Explorers:

Answer 38

they want to try new things. They are likely to buy completely new products.

Question 39

Constrained:

Answer 39

they are the struggling poor.