Media key terms

Visual codes

• Colour palette

• Props

• Images - people, places, objects

• Layout

• Symbols and signs that construct meaning

• Mise-en-scene

Written codes

• Language choices

• Direct address

• Colloquial/conversational

• Typography

Technical codes

• Camera angles (shot types)

• Lighting

• General composition/editing

Target audience

• Gender

• Class - A, B, C1, C2, D, E

• Age

• Psychographics (values and interests)

• Niche/mainstream