Denotation - What an image actually shows and which is immediately apparent as opposed to the assumptions as individual reader may make about it
Connotation - The meaning of a sign that is arrived at through cultural experiences a reader brings to it
Colours and their meanings:
Red - Danger, Stop, Passion, Energy, Ambition
White - Purity, Perfection, Mysterious, Innocence, Calm, Enchantment, Clean, Winter
Black - Death, Elegance, Fear, Formality, Power
Blue - Trust, loyalty, Wisdom, Confidence, Calm, Faith, Truth
Green - Go, Nature, Greed, Jealousy, Freshness, Safety, Growth
Yellow - Sunshine, Growth, Joy, Happiness, Summer, Energy, Warm
Content - The subject of the artwork (What the artwork is about)
Form - How the subject is expressed (how that meaning is presented)
Technical Codes:
Symbolic Codes
Symbolic colour: Red = Danger
Symbolic Object: Roses = Romance
Symbolic Animals: Lion = Courage & Braveness
Written Codes
You and Only you: 'Your Country Needs you'
Buzz Words: 'Heads up' 'Moving forward' 'Pull the trigger'
Catch Phrases:
'Just do it' - Nike
'I'm lovin' it' - McDonald's
'Every little helps' - Tescos
Technical Codes Junior:
Camera: How the camera is placed, How objects, people and places are shot, And what we see and do not see on screen. E.g when camera is placed high above an object it makes you look small
Framing: How a video/image is framed
Lighting: The lighting used in a video
Collage:
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