notes 05.10

 Adverts do not advertise a product, they advertise a lifestyle


Key theory 1  - Roland Barthes - Semiotics


Sign, signifiers and signifieds - Tree

- Anything that can have meaning 
- The thing that creates meaning
- The meaning that is created

Polysemy - Many meanings

Meanings are not always fixed, but change over time, due to social, historical and other factors.

> This [element of media language] means this.....

Canted angle - titled shot

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