Looking at aspects of a media text
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In the previous chapter we formed a general view of the Royal Mail advertisement, using our five key media aspects as a framework for analysis. Media texts, we argued, can be ‘read’ insofar as they are structured and organised in particular ways; in analysing the Royal Mail advertisement we were drawing attention to the ways in which the advertisement constructed its ‘meaning’ through its use of visual codes and conventions. This area of communications and media studies is often described as semiotic analysis, and it will be useful here to introduce you to some of the technical terms associated with this type of analysis.
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