Media terminology

 - What can be seen 

eg - We can denote the advert has flames, but also that it is hot

(rubbish example...i know!)

 - What we assume from what we see

eg - We can connote the product is hot and perhpas risky because of the red flames dominating the advert

 - The fixing or limitling of a particular set of meanings to an image

eg - from the anchoring on the advert we can see that the brand want to represent themselves as risky, we can denote this because the tag line says "take a risk"

 - The action in the narrative is moved along by an event or piece of action which changes the course of the narrative

eg - Through action codes of the Broadcast advert, we can connote that the film is based around a car experiment gone wrong this is because of because of the blown up car taking full focuse of the camera screen