Anchorage
Pretty simple stuff... anchorage is basically used in media to attach meaning to something through either the matching of words to images or the juxtaposition of two images which construct a meaning.
For example in advertising, an image alone is polysemic- open to a range of interpretations. To clarify what the image means and so to make the image relevant to the purpose of the advert, text can be added. Thus the image serves as the 'hook' while the text anchors meaning. This can be said also for photographs attached to newspaper articles. The same photograph takes on different connotations with different accompanying texts.
For example in advertising, an image alone is polysemic- open to a range of interpretations. To clarify what the image means and so to make the image relevant to the purpose of the advert, text can be added. Thus the image serves as the 'hook' while the text anchors meaning. This can be said also for photographs attached to newspaper articles. The same photograph takes on different connotations with different accompanying texts.
So this Rose is a rose.. but has connotations of love, marrige or even death.
This also uses semiotics... stay posted for more media terms and information!
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