Denotation - what you see.
Connotation - what you think of.
Graphic match - something that cross fades into another object/image.
Complement - something that goes with something else.
Juxtaposition - Something clashes with something else.
Intertextuality - one text making reference to another.
Preconceptions - previous expectations, prior knowledge, based on past experiences.
Experiential knowledge - what has been previously experienced, how it might influence the way a film is read.
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