Target audience - this is the group of people that the product is aimed at. The groups good vary due to age, gender etc. A product must have a specific target audience as not every person likes everything.
Genre - This is type of product, for example, romantic or comedy. Sometimes the genres will over lap creating romantic comedy (rom com). The genre of the product can also relate back to the target audience.
Conventions - These are the features that make up a product, for example in a horror movie it could involve a haunted house.
Code - These are items in/on a product that convay meaning without the use of words. These could be symbolic or technical, symbolic could be a knife or mask, an on the other hand a technical code could be lighting or focus.
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