- Language
- Institution/Ideology
- Audience
- Representation
Semiotics - Studies of signs and symbols
Anything can be a sign as long as someone interprets it as signifying or referring to someone or standing. (e.g. Drumming Gorilla, Cadburys advert)
This advert has two different interpretations. One being for the Gorilla, while the other is for the audience who is watching the advert. The song that is playing is called I Can Feel It, which is sung by Phil Collins. The message of the song is that someone has been waiting for a specific moment for all their life and now they finally have the chance to do it. For the Gorilla, he has been waiting to play the drums for all his life and then when he finally gets to play them as seen in the gif above, he shows that he is enjoying himself. Whereas for the audience, they interpret the advert and song as waiting for so long to have the Cadbury's chocolate bar. However, Cadbury's main colours are purple and white, which is reinforced in the background as their is a purple wall and white running along it to suggest that it is the milk ch
Every medium has its own language or combination of
languages that it saves, communicate meaning. E.g. TV uses verbal and written
language as well as the languages of moving images and sound. News – chime of
clock at the beginning, sign of headline. Tapping paper together at the end is
code for program is over. Codes become convention. They are called languages because of the codes and conventions that are generally understood.
Media Language is constructed using creative language.
Each form of communication - Horror Movies have their own creative language:
- Horror Music
- Camera Close Up
- Music build up
- Silence to represent something horrific is going to happen.
Understanding the grammar – syntax & metaphor system of
media language, especially sound of visuals which can be beyond rational to
deepest emotional core. Appreciate & enjoy media experience as well as help
use to be less susceptible to manipulation.
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