Mode of Address

Language and Mode of Address

Definition - The way in which a media text speaks/ relates to its target audience.

• Direct mode of address - The character talks directly to the audience which makes the audience feel more involved. This gives the viewer a realistic perspective of the characters surroundings
• Formal Language -  disctinct facial expressions, text, language, vocabulary.
• Informal Language - Slang, chatty, vocabulary.
• Superior mode of address
• Didactic language
• Brotherly/Sisterly mode of address
• Parental/Formal mode of address

                                                                             Audience Positioning

How do Media Texts Position Audiences?

 

 

 

 

 

 1) Through the different codes:

 

 

Technical Codes- Camera shots / Angles / CU-ECU , Long Shot High Angle, POV

 

 Visual Codes - Gazee / Expressions / Costume / Colours / Colours / Iconography / Images / Graphics

 

 

1) Discuss the mode of address used in Skyfall trailer and Skyfall the Heineken advert?