Theories

Saussure:
Ferdinand Saussure's theory is 'Signifier vs Signified'. His theory describes the connotations and ideas derived from an image/idea/word. E.g. The word 'red' is the signifier and the signified would be ideas such as anger, love, passion etc.

Barthes:
Roland Barthes' theory is 'Coding'. His theory is that a text is either open or closed, an example of this is a ball of multicoloured thread- each thread represents a different approach. He also has 5 codes to describe different texts: hermeneutic, proairetic, semantic, symbolic and cultural.

Goffman:
Erving Goffman's theory is the description of superiority, dominance and body language between men and women. Men are portrayed as being more superior and dominant to women. Their body language is represented as strong and heroic whilst women are presented as submissive and weak. He also discusses the dismemberment of the female body in how only certain parts of the female body are shown in contrast to the full body of a male. The camera will focus on certain aspects and over sexualise the female body. Furthermore he discusses how the majority of voice-overs are done by men rather than and equal division with women. The voice is usually deep, low-toned and authoritative.