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.