Key Terms - Concepts

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Key Terms


Z Line - The way we read a text, starting at the top left going down to the bottom right, our eyes follow a 'z' shape.

Rule Of Thirds - The image is split into a grid and the subjects line up.

Headings and Subheadings - The text that defines the page.

Serif Font - Has feet (Used for older/formal audiences)

Sans Serif Font - Serif font without feet. (Used for younger/informal audiences)

Lexis - The choice of language which is used.

Mode Of Address - Figuratively how the advert speaks to the audience.

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