Vocabulary

• Binary oppositions - Binary opposites are two words that have opposite meanings, but the connotations of the words allows one to appear more favorable than the other. For example good vs evil or black vs white  
  
• Juxtaposition – an act of instance of placing close together or side by side, especially for comparision or contrast
• Semiotics - Semiotics is the research of symbols and signs and their individual meanings.
• Incode - Convert into a coded form or convert (information or an instruction) into a digital form.
• Decode - Convert (a coded message) into intelligible language
• Representation - Representation refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts

Types of signifier: 

• Iconic -  A term used to characterize the relationship between an object and a representation of that object when the representation physically resembles the object in some way.
• Indexical -  Of or relating to or serving as an index
• Symbolic -  When an image or sign stands for something it does not directly resemble.

• Polysemic -  The ambiguity of an individual word or phrase than be be used (in different contexts) to express two or more different meanings.
• Metonymy -  The substitution of the name of an attribute or adjunct for that of the thing meant.
• Synecdoche -   A figure of speech in which a part is made to represent the whole or vice versa.
• Icon - A sign which directly resembles what it represents

• Mode of Address -  The way a media product ‘speaks’ to it’s audience. In order to communicate, a producer of any text must make some assumptions about an intended audience; reflections of such assumptions may be discerned in the text (advertisements offer particularly clear examples of this).
• Hegemony/Hegemonic - Leadership or predominant influence exercised by one nation over others.
• Verisimilitude -  The appearance of being true or real  EDITING

Cutting:

• Shot/reverse shot: where one character is shown looking at another character (often off-screen), and then the other character is shown looking back at the first character. ]
• Eyeline match: The eyeline match begins with a character looking at something off-screen, followed by a cut to the object or person at which he is looking. For example, a man is looking off-screen to his left, and then the film cuts to a television that he is watching
• Graphic match: A match cut, also called a graphic match, is a cut in film editing between either two different objects, two different spaces, or two different compositions in which an object in the two shots graphically match, often helping to establish a strong continuity of action and linking the two shots metaphorically.
• Action match:  where the editor cuts from one shot to another view that matches the first shot's action.
• Jump cut:  Which two sequential shots of the same subject are taken from camera positions that vary only slightly.
• Crosscutting: A technique used especially in filmmaking in which shots of two or more separate, usually concurrent scenes are interwoven.
• Parallel editing: Parallel editing (cross cutting) is the technique of alternating two or more scenes that often happen simultaneously but in different locations

Transitions: 

• Dissolve:  A dissolve involves gradually changing the visibility of the picture.
• Fade-in/out: A fade occurs when the picture gradually turns to a single color, usually black, or when a picture gradually appears on screen. Fade ins generally occur at the beginning of a film or act, while fade outs are typically found at the end of a film or act. 
• Superimposition: To lay or place (something) on or over something else.
• Long take: a shot that continues for an unusually lengthy time before the transition to the next shot.
• Slow motion:  is an effect in film-making whereby time appears to be slowed down.
• Ellipsis: the shortening of plot duration achieved by omitting intervals of story duration.

Section B

• Convergence: Convergence is the process by which a range of media platforms are integrated within a single piece of media technology. 
• Synergy: Is the term used to descrive a situation where different entities cooperate advantageously for a final outcome. Simply defined, it means that the whole is greater than the sum of its parts. 
• Above the line: Advertising: used to characterize press, radio and television advertising that earns a commission for the advertising agency, that contracts the advertising space and broadcast time on behalf of a client. 
• Below the line: Advertising: used to characterize promotional methods (such as catalog marketing, direct marketing and trade fair marketing) that are under the direct control of the marketer agency.