Ferdinand de Saussure suggested signs are a combination of the signifier (eg: the image/gesture/word) and the signified (eg: what we assume it means once we have interpreted it)
Sign = what it is. Signifier = what it means.
Denotation: the literal meaning of the sign.
Connotation: the meaning that is attached to the sign.
Symbol: a sign that stands for something - it must be culturally learned
We mainly interpret signs unconsciously by relating them to familiar codes and conventions.
Each type of media language has its own sign and codes, although some may overlap.
The darkness in the poster signifies that this film is going to be a dark, gritty film. However, someone could interpret the darkness as what the characters have to be: they have to be in the shadows. This poster also pays 'homage' to the Godfather, as in the poster some of their faces are dark to make them look menacing and vicious, this is exactly what people working on the Godfather (1972) did with Vito Corleone.
There's a dead body laying on the ground, this obviously indicates someone is dead but it also connotes that the characters in the film are vicious cold killers who are very different to normal people like you and I.
In the poster you can see the three characters 'overlooking' the street, this could imply that these 3 have a significant influence on the streets.
Generic codes and conventions - helps producers to shape their media product and helps the audience to understand what is being conveyed and how they'd react to it.
Codes are systems of signs, which create meaning. Codes can be divided into two categories - technical (eg: camerawork) and symbolic (eg: character feelings)
The audience expect certain codes and conventions from genre, and may choose their media products based on this.
Genres aren't fixed and will evolve. Most media will cross genre boundaries to maintain an audience interest, or genres may reflect cultural and social changes.
Repetition and difference: the audiences want the same codes and conventions that they're used too, they want a 'degree of familiarity.' If a film hasn't got the same codes and conventions you've come accustomed to then you won't like it.
Difference - you want something familiar but you don't want the exact same thing. They tweak the 'formula' to make it look like you're getting something different.
Subgenres - specific categories that fall within a wider genre (Eg: zombie film is a subgenera of horror)
Hybrid genre - a mix of several genres, combining codes and conventions.
Genre subversion - purposefully not fulfilling/changing convention
Genre pastiche - a knowing copy of a genre (Eg: Quentin Tarantino)
Genre parody - a spoof of a genre for comedy purposes (Eg: Scary Movie)
The Office: it's subgenre of the sitcom, it is a mockumentary. Because this show puts us (the audience) into situations that they will have likely experienced but The Office puts their own comedic spin on it, we've all known a boss like David Brent, someone who just wants to be seen as a friend rather than a boss. And a sitcom puts the viewer in everyday scenarios.
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