Glossary

General Terms

Visual metaphor   connotation    denotation     symbolism    encoding

high key lighting   low key lighting   open framing   closed framing   binary opposition

tilt up   left frame superiority  

Magazine Front Cover Terminology

reward sell     command sell    quote sell    number sell  

alliteration    assonance   exclamatives   ellipsis   exclusives   read speed   second person narration

ideal imagery   window to the future self   eyeline   direct eye contact   costume

baseline   skyline   button sell  

Social Advertising Terminology

absence    shadow   realism   image of pathos  message reduction  visual metaphor   shock factor

Commercial Advertising Terms

Emotional transfer    brand identity   synthetic personalisation   symbolic positioning   functional

positioning   experiential positioning