Glossary

Denotation - facts which you can see

Connotations - signifies what implies

Mise-en-scene - everything in the frame

Audience profile - target audience, but further ie income, leisure time, home ownership

Ideologies - ideas and beliefs

Achorage - images or words to help create meaning

Representation - the view of how things are shown eg white van, men are bad drivers

Mainstreamers - At 40% of the market this is the largest segment of consumers. This group seeks security in conformity and tend to buy brands eg Heinz

Aspirers/Social climbers - The group motivation is status and they tend to buy smart high tech and high fashion goods to help give a higher status

Succeeders - people who have climbed the ladder and now want to keep control of what they want

Reformers - people want to make the world a better place. Usually educated professionals, eco-friendly products and healthy food.

Individuas - these people respond to advertising which emphasis, the enigmatic guiness commercials target these people

Ideology - How we as individuals understand the world in which we live. This understanding involves an interaction between our individual psychologies and the social structures that surround us. Mediating between these are the individual processes of communication as well as the technological processes of the mass media. These ideas are usually related to the distribution of power.

Signifiers - A linguistic unit or pattern, such as a succession of speech sounds, written symbols, or gestures, that conveys meaning; a linguistic sign.

Semiotic - The study of signs and symbols especially as means of language or communication.

Maslows, Hierarchy of needs

This diagram shows "Maslows, hierarchy of needs." It is a theory of needs portrayed as a pyramid with the largest and most fundamental levels of needs at the bottom, and the need for self-actualization at the top.

The bottom level is Physiological, this explains the essentials of living such as breathing, food, water, sex,sleep, homeostasis and excretion.
The next level is Safety, this explains security of the body, employment,resources, morality, the family, health and property.
The next level is Love/belonging, this explains friendship, family and sexual intimacy.

The next level is esteem needs, this explains achievement, status, responsibility and reputation.
The next level is Cognitive needs explaining knowledge, meaning and self awareness.
The next level is Aesthetic needs, explaining beauty and balance.
The next level is Self Actualization which explains personal growth and self fulfilment.
The top level is Transcendence which explains helping others to self actualise.

This advert shows a strong sensual connection with the male, female and the perfume. I can tell this by their body language and facial expressions of the man kissing the women on the neck. It also suggests calmness of them both looking relaxed. The low level of lighting also explains the perfume may be a night scent for special occasions rather than the everyday perfume.

This advert shows happiness and true love of the man and women looking into each others eyes and facial expressions towards each other, as well as not taking any notice of surroundings..The advert suggests that the perfume is a gift due to the couple appearing as newlyweds, as it shows a wedding ring on the women. As well the name of the perfume "promesse" suggests a promise to be together forever.

These photos are different from one another even though they are both portraying and advertising perfume with both a male and a female character. They are different because Advert One is a more sexual advert where as Advert Two is a cute and innocent advert. This would therefore potray the perfumes to be for certain occasions and uses for the perfume.

How is Kermit the frog represented as a male character?

Kermit the frog is a character which does not have many characteristics which indicates him to being male. However those which do are:

- the colour of him, the colour green is usually seen to be a quite boyish colour,
-he does not have eyelashes, as they would be considered as a female characteristic,

- In addition, his character is a frog which usually in fairy tales, frogs are seen to be male as if kissed they would turn into prince charming.
-As well he is a basic looking character with little clothes and no make-up, I think if he was supposed to be female, make-up would be added as well as some kind of clothing.

In conclusion Kermit the frog is a very hard character to distinguish its gender just by looking at a photo, to gain more knowledge you need to hear and see the behaviours of the character.



The palm trees are the main element of this picture as the are large and forward covering along both vertical lines. They have large gap between them which draws into the sun and the boat just of the centre along the horizontal line within the distance. The sea covers a high percentage of the bottom half of the horizontal line shwoing it goes out for many miles.

The Statue of Liberty is positioned along the right vertical line, which shows it is the main element of the picture. The bridge is along the centre, this shows that it is also important as it is covering a high percentage of the picture, however not as important as the Statue of Liberty. There are people within the bottom horizontal section of the picture looking out to the statue of liberty and the bridge, these people may be here to represent the size differences.