Language - Media language refers to written, verbal, non verbal, aural and aesthetic communication and usually a combination of these
Institution - Any company, organisation or studio to create a media text
Ideology - A dominant set of ideaspresenting itself as common sense or truth. Power relations are reinforced through ideology
Audience - A collective group of people reading/watching/listening to any type of media
Representation - How the advert is show to the audience.
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