Definitions

Define The Terms

Z-Line - The way in which the human eye reads a text/media. Our eyes follow a Z shape over an advert.

Rule of Thirds - When anything is put into 3x3, and the subject is placed along a line to make the s subject seem more visible and lining things up so its not too cluttered and looks effective.

Headings and Subheadings - A word which summarises the product or focus point. The Heading is always larger and the subheading is smaller, but they're both important statements.

Serif Font - Font with feet, it is formal and classy.

Sans-serif Font - Font without feet, it is an informal typography.

Lexis - The choice of language. Slang/Formal.

Mode of Address - The way a text/media product speaks to an audience, the way that the text/media product is addressing to the audience.