Anchorage, dominant signifiers, and preferred reading Flashcards
Define anchorage:
Fixes meaning between pictures + text
Helps to position audiences interpretation of an image towards a preferred reading
Why is anchorage important and who created the term?
Media producers seek ways to control perceptions of image they create
Term created by Rarthes
Give an example of anchorage:
Where there is a visual image followed by headlines/captions - goes to preferred reader
What are dominant signifiers?
Most prominent image of language code used to communicate the message
Give an example of a dominant signifier: (DS)
In advertising/visual media = Images are DS
How do u decide on a DS?
Consider the sign in text which conveys the preferred reading the most
What is preferred reading?
The reading a text’s producers would like its audience to make
By the manipulation of sets of paradigms, they construct the message they want the audience to understand
What is the preferred reading of the maybelline advert?
Attractiveness, looking perfect, attractiveness increases when u buy the lipstick
