All media products are called texts. When you read/watch/play/listen to a media text, you make meaning of the images/sounds before you. This process is called Decoding (Barthes media theorist). The colour red is a code for love and anger. The colour black is a code for death.
These codes are agreed on by particular groups in society depending on the culture of that society. The word connotes is used instead of symbolise in media.
The codes used in adverts, radio jingle and film trailers follows rules that we understand.
Media texts follow the conservations of that particular product. The conventions are based on our cultural belief systems.
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