film studies techinical terms

Analysis of adverts

The position of the camera
lighting
composition how it is set up
Framing
focus
objects and people positioning of
Meanings which result

Semiotics and media language and Saussure

Iconic signs which are what they represent
Indexical signs linked of a certain aspect cardboard boxes imply homelessness
Symbolic level signs with deeper levels of meaning American flag freedom
Signifier the physical form of the sign
Signified what the sound or image expresses

Technical codes. Genre and lighting
Technical codes
Shot size
Long shot
Mid shot
Close up
Extreme close up

Lighting
Low key  dramatic, moody
High key bright and exciting
Low contrast not many different colours, everyday
High contrast  dramatic, volatile

Focus
Deep    look at everything
Selective   looks at the most important subject
Soft when edges blue together

Denotation and connotation
Remember: keep the actual image separate from the interpretation of it.
Denotation- what is literally in the picture
Connotation- different interpretations which might be associated

Genre
We have genre because it gives the producer a list of ingredients which he/she can use to make
And effective product.
Audience expectations need to be met with genre in order for it to be successful.
Critics and analysts use genre as a basis for comment
Within genre there is always the following components
*stock characters
*stock plots
*stock situations, issues and themes
*stock locations and backdrops
*stock props and signifiers
*music
*generic conventions