The document discusses various concepts related to theory and analysis of media. It defines denotation and connotation for symbols like snakes, flags, and guns. It also analyzes film posters and trailers, discussing techniques used to convey certain meanings and appeal to audiences. Stereotypes for different groups are listed along with positive and negative connotations. Iconography for genres like western, science fiction, and fantasy are outlined. Narrative structures like linear and non-linear are defined and film examples are provided. Finally, a Star Wars clip is analyzed focusing on the characterization of Darth Vader compared to other characters.

1. Theory- Meaning
Will Stewart

2. Snake
• Denotation
– A limbless, scaly, elongate reptile.
• Connotation
– Devious, cold-hearted and untrustworthy
(an effect of the tale of the Garden of
Eden).

3. Flag
• Denotation
– A rectangle-cut piece of coloured fabric,
with red, white and blue as the primary,
secondary and tertiary colours
respectively.
• Connotation
– Anything related to England, due to being
internationally recognised as one of
England’s central motifs.

4. Gun
• Denotation
– A weapon made out of metal that functions
by ejecting a bullet from the barrel at a high
speed.
• Connotation
– Associated with danger, intensity, violence,
crime and law enforcement, and the
imminent possibility of injury or death.

5. Ruined street suggests apocalyptic,
warlike or otherwise combative
environment.
Dust clouds from destroyed
structures indicate a chaotic
and damaging series of
events.
Movie’s tagline outright
states that combat is
involved somehow.
The giant mecha at the centrepiece of
the poster conveys connotations of
combat, war, destruction and chaos,
based on what mecha have previously
been used in. Commonly used as
weapons by the characters, the movie
has already established that it is most
likely a war film, against other humans
or something more otherworldly,
however, being completely uncertain.

6. Fantastical elements such as the
horns and mythical creatures in
the background clearly state the
film’s genre as fantasy.
The main character is
developed through the
poster by carefully
contrasting her dark and
ethereal person with the
light and airy background.
The display of the
creatures makes evident
the film’s use of CG in it’s
production.

7. The way the actresses are dressed
directly appeals to their target
audience, young teenage girls
pondering the same subjects in the
movie’s tagline.
The movie’s overall aesthetic
focuses on appealing to the
target audience, meticulously
replicating and designing brands
and clothing lines that Eighties
teenage girls like.
The bright colours, focus on
fashion, high school and
sexual themes, as well as
the ‘clueless’ disposition of
the protagonist all mimic
elements of typical teenage
life. This devotion to
realistically replicating real
life is part of what makes
Clueless a classic,
encapsulating the best and
worst parts of 1980’s high
school.

8. Soundtrack
• Clip 1
– A dramatic series of horn calls, denoting a
shocking revelation and incoming drama
or action.
• Clip 2
– Light and airy piano music, forewarning
the audience of an emotional scene
between the two characters, possibly
romantic in nature.

9. Shining
• By reworking a classic horror/thriller movie into what appears to be a romantic
comedy, several techniques have been used. The light, airy music associated with
romance is played throughout the trailer, and the premise that the narrator lays
out in the trailer emphasises emotional connections. This is at a sharp contrast to
the actual movie, where the visceral terror of being hunted by a murderously
deranged maniac is the main plotline. The maker of the trailer has managed to
construct the false plot by taking scenes that could be seen as emotionally
prevalent, and editing the trailer so that these scenes line up to create what could
be seen as a romantic comedy. Upbeat music is present throughout the entire
trailer, creating a light and uplifting atmosphere that once again encapsulates the
romantic comedy vibe.

10. Scary Mary
• The repurposing of ‘Mary Poppins’ into a horror film, is accomplished using several
commonplace techniques. The ominous singing and high-pitched violin chords
convey a sense of impending doom and danger, the way they increase in volume
as the trailer goes on creating the effect of something creeping up on you. The
chaotic imagery of stormy weather and telekinetically manipulated objects,
juxtaposed with the eerie imagery of the thick fog and dark skies, represents both
the overt and subtle effects of fear within the horror genre. The regularly used
reaction shots within the trailer, most commonly of panic, shock or fear, are placed
close within range of each other to hammer home the supposedly shocking nature
of the plot. The glowing lines of text at the beginning and ending of trailer are also
rather classic horror trailer techniques, used to emphasize the eeriness and
ominous atmosphere.

11. Stereotypes
Men
• Force. (Neutral)
• Protectiveness. (Positive)
• Physical Labour. (Neutral)
• Forcefulness. (Negative)
• Danger. (Neutral)
• Action. (Neutral)
• Animal magnetism. (Neutral)
• Stupidity. (Negative)
• Insensitivity. (Neutral)
• Impulsiveness. (Negative)
• Guiding. (Neutral)
Women
• Beauty. (Neutral)
• Spirit. (Positive)
• Detail-oriented. (Positive)
• Selfishness. (Negative)
• Materialism. (Negative)
• Emotional. (Neutral)
• Mystery. (Neutral)
• Manipulation. (Negative)
• Wit. (Positive)
• Frailty. (Negative)
• Flighty. (Negative)

12. Stereotypes
Upper Class
• Rich. (Neutral)
• Self-absorbed. (Negative)
• Wilfully Ignorant. (Negative)
• Calculating. (Neutral)
• Elegant. (Positive)
• Tasteful. (Positive)
• Oppressive. (Negative)
• Well-Connected. (Neutral)
• Decadent. (Negative)
• Condescending. (Negative)
• Untrustworthy. (Negative)
Working Class
• Downtrodden. (Negative)
• Bedraggled. (Negative)
• Passionate. (Positive)
• Pragmatic. (Positive)
• Rowdy. (Neutral)
• Intellectually Inferior. (Negative)
• Easily Provoked. (Negative)
• Diseased. (Negative)
• Rough. (Neutral)
• Tightly-knit. (Positive)
• Unenlightened. (Negative)

13. Stereotypes
Old People
• Traditionalist. (Neutral)
• Cranky. (Negative)
• Nurturing. (Positive)
• Offensive. (Negative)
• Mentally Incoherent. (Neutral)
• Slow. (Neutral)
• Wise. (Positive)
• Unaccepting. (Negative)
Young People
• Reckless. (Negative)
• Spirited. (Positive)
• Vigorous. (Positive)
• Rude. (Negative)
• Stupid. (Negative)
• Apathetic. (Negative)
• Selfish. (Negative)
• Ignorant. (Neutral)

14. Iconography- Western
• Wild West.
• Cowboys.
• Outlaws.
• Arid environment.
• Saloons.
• Horses.
• Guns.
• Alcohol.
• Prostitution.
• Dirt.

15. Iconography- Sci-Fi
• Starships.
• Space.
• Cybernetics.
• Artificial Intelligence.
• Aliens.
• Biological Modification.
• Genetic Manipulation.
• Advanced Technology.

16. Iconography- Fantasy
• Mysticism.
• Mythology.
• Swords & Sorcery.
• Alternative Government.
• Low-End Technology.

17. Narrative
• Narrative Definition
– A spoken or written account of connected events; a story.
• Linear Narrative Definition
– Events follow a chronological or otherwise ordered structure.
• Linear Narrative Film Example
– Ghostbusters 2016.
• Non-Linear Narrative Definition
– Events are disjointed and arranged without respect for time or order.
• Non-Linear Narrative Film Example
– Inception.

18. Clip Analysis
• This clip is primarily notable for including Darth Vader, one of the most iconic
characters in the entire Star Wars franchise. The scene is covered singularly by
shadows, emphasizing Vader’s intensely villainous reputation, shadows denoting
fear, malice and evil. During the fight scene, Kanan and Ezra’s movements are
shown to be forceful and rushed, while Vader’s are swift, precise ad somewhat
languid, barely showing any effort or exhaustion as he repels their attacks without
even breaking a sweat (that we can see). The gap between the three is
emphasised even more when Vader is seemingly crushed by a group of ‘walkers’,
large droids taller than a house, and lifts them off himself using the force with nary
a scratch. The rebels’ hasty exit immediately afterwards truly signifies how out of
their league they were, barely holding a candle to Vader’s practiced, experienced
and skilled knowledge of his own capabilities, as opposed to Kanan and Ezra’s
much less learned, apprentice-level mastery of their own Jedi abilities.