In anchorage , the text directs the reader through the signifieds of the image, causing him to avoid some and receive others. It remote-controls him toward meaning chosen in advance.
Anchorage – the words ‘pin down’ the meaning of an image in a text, (or your associations or connotations), to the meaning the sender wants you to have. You are not left to make up your own mind or develop your own interpretation – the words with the image tell you how to interpret it
In relay , the text and image stand in a complementary relationship; the words in the same way as the images, are fragments of a more general syntagm and the unity of the message is realised at a higher level, at the level of the story, the anecdote, the diegesis.
Put simply, relay means that the words and pictures tell a story equally – it is not the words giving the picture a meaning – the words are working alongside the story which the picture is telling.