English

Question 1

High angle shot

Answer 1

Shot from above to suggest vulnerability and weakness

Question 2

Low angle shot

Answer 2

Shot from below to suggest power or dominance

Question 3

Long shot

Answer 3

Shows the subject from head to toe, to fit the screen. Little background is shown.

Question 4

Mid shot

Answer 4

Shot which shows a person from the waist up. Used in conversation and to show body language.

Question 5

Close-Up

Answer 5

Shows a person from the shoulders up. This shot is used to show facial expression and emotions of the characters.

Question 6

Tilt

Answer 6

When the camera tilts vertically through 90°to make the subject appear larger than life.

Question 7

Bird’s-Eye-View

Answer 7

Shot from above, using a helicopter or crane.

Question 8

Establishing shot

Answer 8

Shot to establish the setting and time period (usually used at the beginning of the film, or a scene). Often a wide shot.

Question 9

Wide Shot

Answer 9

A shot where the characters appear small in the frame. Background will be shown, to place the character.

Question 10

Extreme close-up

Answer 10

Shot where the focus is on a feature of the face such as eyes, nose, lips.

Question 11

Intimate Distance

Answer 11

The participants are very close to each other OR a participant is very close to the responder. This suggests that the relationship is close.

Question 12

Personal Distance

Answer 12

The participants are close to each other OR a participant is close to the responder. This is like knowing a person and speaking to them occasionally but not being their best friend.

Question 13

Social Distance

Answer 13

The participants are clearly separate from each other OR a participant is far away from the responder. This suggests that the relationship is distant and the participants don’t know each other well.

Question 14

Colour (symbolism)

Answer 14

Each colour suggests certain ideas.

Question 15

Gaze: demand

Answer 15

The participant looks directly at the responder. The responder must react in a certain way.

Question 16

Gaze: offer

Answer 16

The participant does not make direct eye contact with the responder. The responder is not obligated to react in a certain way.

Question 17

Vectors

Answer 17

The largest or most dominant part of the image. This is the thing you look at first. This may be achieved through layout, size or colour.

Question 18

Given

Answer 18

When an advertisement is divided vertically into two equal halves, the left hand side is the given information or the information the responder already knows.

Question 19

New

Answer 19

When an advertisement is divided vertically into two equal halves, the right hand side is the new information or the information the composer wants the responder to learn.

Question 20

Colour (saturation)

Answer 20

High colour saturation (a block of one colour) , especially in colour that doesn’t occur naturally, suggests that the content is unrealistic or fake just like the colour. Low colour saturation suggests authenticity or realism. Differing saturation manipulate emotions, or can indicate the past/future.

Question 21

Symbolism

Answer 21

An image or object that is used to represent an abstract idea.

Question 22

Layout

Answer 22

Where are things situated on the page?

How does the reading path, vectors, salience or framing help guide how we read a visual text?

Question 23

Framing

Answer 23

Outlined shapes that separate elements of a visual text,

either naturally occuring (e.g. window frame) or man-made (e.g. box).

Question 24

Juxtaposition

Answer 24

The contrast of two things to highlight differences.

Question 25

Horizontal Compositional axis

Answer 25

If a text (usually this applies to advertisements) is split across the horizontal axis, the top half is low modality (not real; ideal) while the bottom half is high modality (real; factual; persuasive).

Question 26

Vertical Compositional axis

Answer 26

If the text is split along the vertical axis, the left hand side is given (we already knew) and the right side is new information.

Question 27

Rule of thirds

Answer 27

If a text (usually an advertisement) is divided into 9 equal portions, the most important information is located either in the centre portion or where the dividing lines intersect.

Question 28

Ambient lighting

Answer 28

Refers to any light in a given scene that isn’t artificial light.

• natural light

Question 29

Artificial light

Answer 29

Refers to light produced by electricity as opposed to a Natural source such as the sun.

Question 30

Background lights

Answer 30

Can be used to illuminate the background, gaining more depth or separation in your image.

Question 31

Low-key lighting

Answer 31

Illumination that creates the strong contrast between light and dark areas of the shot, with deep shadows and little fill light.

*dark, shadowy

Question 32

High-key lighting

Answer 32

Illumination that creates comparatively little contrast between the light and dark areas of the shot. Shadows are fairly transparent and brightened by fill light.

*bright, well lit

Question 33

Personification

Answer 33

The act of attributing human characteristics to abstract ideas.

Question 34

Anthropomorphism

Answer 34

Assigning human characteristics to non-human beings or things.

Question 35

Zoomorphism

Answer 35

Applying animal characteristics to humans.

Question 36

Typography

Answer 36

The setting and style of fonts.

Question 37

Proportion/Size/Scale

Answer 37

Can create the illusion of depth, 2D, can create relationships of strength/weakness, can create a sense of vastness, and are useful in factual/scientific type diagrams.

Question 38

Side-on Angle Shot

Answer 38

Associated with detachment from the audience.

Question 39

Frontal Angle Shot

Answer 39

Associated with involvement with the audience.

Question 40

Foreground/ Middleground/ Background

Answer 40

Used to indicate relationships between subjects/objects.

Question 41

Horizontal and vertical lines

Answer 41

Suggests stability.

Question 42

Diagonals, dots, and broken lines

Answer 42

Suggests motion.

Question 43

Blur

Answer 43

Implies motion in an image.

Question 44

Mist

Answer 44

Can imply memory or give prominance to a figure or idea.

Question 45

Shapes and contours

Answer 45

Squarish shapes can suggest rigidness and harshness.

Curves can suggest softness.

Question 46

Point-of-view Perspective

Answer 46

Viewing from a character, object or subject.

Question 47

Neologisms

Answer 47

New words coined ususally because they sound attractive. Over the years advertising has contributed many such words to our language such as ‘crispy’, ‘chewy’ and ‘tangy’.

Question 48

Repetitions

Answer 48

Ads frequently repeat key words, such as the brand name of a product, to keep the ad simple and memorable.

Question 49

Imperatives

Answer 49

Verbs that demand action. Eg: ‘Try now’, ‘act now’, ‘drive’ or ‘treat yourself’.

Question 50

Logo

Answer 50

A symbol or design that serves to identify an organisation, company, brand or product.

Question 51

Slogan

Answer 51

A short, memorable phrase used in advertising or associated with a group or product.

Question 52

Jargon

Answer 52

Specialised terminology for a specific group that is often difficult for outsiders to understand. Used to establish a sense of expertise of the company or group.