TERMINOLOGY By Tooey Jones

Typography - noun• The style and appearance of printed matter.the art or procedure of arranging type or processing data and printing from it

Tag line • In entertainment, a tagline is a small amount of text which

serves to clarify a thought for dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, social group, or product.

Technical codes • Technical codes are codes that are created by the

technology of the medium. In film, there are technical codes in the use of camera, lighting, editing and sound. In print media, there are technical codes in the use of photography, fonts and lettering styles, lighting, layout and cropping.

Iconography - noun • A symbolic representation, especially the conventional

meanings attached to an image or images or the study or analysis of subject matter and its meaning in the visual arts; iconology.

• A representation or a group of representations of a person, place, or thing, as a portrait or a collection of portraits.

Claude Lévi-StraussNarrative theory – binary opposition

• Strauss studied how stories unconsciously reflect the values, beliefs and myths of culture.

• Strauss argued that all narratives could be reduced down to binary opposites.

For example: • Weak VS strong • East VS west • Good VS evil • ‘backwards cultures VS modern cultures’

Roland Barthes Codes theory • He believes that a text (or film) can be interpreted in many

ways through signifiers, not signifieds, it just needs to be ‘unravelled’.

• He says there are five codes that describe the meaning of the text.

The five codes – Roland Barthes • The hermeneutic/enigma code – refers to mysteries within a text,

clues are given but no clear answer • Proairetic/action code - A Proairetic Code is a plot action that

does not directly raise particular questions - it is simply an action that is caused by a previous event and which leads to other events. It is not inherently mysterious, a person walks down street.

• Semantic code - This code refers to connotation within the story that gives additional meaning over the basic denotative meaning of the word.

• Symbolic code - This is very similar to the Semantic Code, but acts at a wider level, organizing semantic meanings into broader and deeper sets of meaning.

• Referential code - This code refers to anything that is founded on some kind of canonical works that cannot be challenged