Terminology

Typography: This refers to the style and font of any text within the film, or representing it, e.g. DVD covers, posters and other merchandise. The style of the typography can portray many different things. For example a period drama might use a style of typography that is relevant to that time period, a fluent, elegant style that appears as hand writing, whereas a futuristic piece might use a more vibrant style, linking with the style of the film itself.

Tag Line: A tag line is usually an addition to the tittle of the film, hinting to a important, or iconic part of the film. For example Star Trek uses- “Where no man has gone before”. This could be considered a strong marketing tool that often leads to fans of the film quoting the memorable tag line, generating an iconic IP.

Technical Codes: This refers to the use of the equipment involved in the making of the film, and the way in which it is used.

Iconography: This refers to the “iconic” elements of a genre. These elements have become something that the viewer expects to see, in order for it to be considered part of that genre. For example in a western you would expect cowboy hats, guns, saloon bars, horses, dusty, hot areas and rugged, scarred characters.

Levi Struass’ Theory of Binary Opposites: This refers to the age old convention within films and other media, of Good vs Bad. The two binary opposing characters within a film are usually the heroin and the villain. These characters differences are usually the foundation for most plots.

Roland Bathe:

-Theory of Good vs Evil: The simply implication that most plots rely on the foundation of Good vs Evil.

-Theory of Enigma: This refers to an element of the plot that invites the audience to ask themselves questions and speculate to the reasoning for certain events.