AS Communication and Culture Image Analysis

                               Frameworks        Tuesday 8th October 2013

Representation: 
This is mainly concerned with the way people are presented to us. This focuses our attention on the particular world view suggested by the text. Think about the emotions shown,attitude,non-verbal communication (receiving or sending a wordless message),dress,appearance,sexuality. Also notice on what the text suggests about the gender,age or race of that particular person.
Remember: Concentrate on why the producers of the text have represented the individuals in these ways.

Denotation and Connotation: 
Denotation refers to what you can see in the image and Connotation refers to the culture-specific meanings of the things you can see. Think about the colours, non-verbal communication objects,surroundings,dress and anything else that seems to have been chosen by the producers of the text to communicate something specific to us.
Remember: Concentrate on why the producers of the text have suggested these connotations

Mode Of Address: 
Meaning how this refers to the way the texts talks to us. Consider the emotional tone,the register,the tone of "voice", the language used, any relationships set up between the sender and the reciever, any relationships suggested between individuals pictured in the text and the audience. Focus to look at words as well as pictures.
Remember: Concentrate on why the producers of the text have adopted this mode of address


Conventions:  
This refers to the way the text is set out,constructed ,planned and designed. Think about the Genre features associated with this kind of text which are either used or not used here.
Remember: Concentrate on why the producers of the text have constructed text in this way.

Signifiers and Signified: 
A signifier is something that has meaning, and a signified is it's suggested meaning,probably he best way to do this is to look for the five most important siginifiers on the text ( concentrate on images for this exercise)
Remember: Concentrate on why the producers of the text have constructed the text in this way

Primary Audience and potential Barriers: 
The Primary Audience is the people the text is aimed at (think of gender,age,race,lifestyle type) and Barriers are psychological, physical and semantic issues which might prevent the audience recieving the message of the advertisement