Anchorage...
Anchorage is basically used in media to attach meaning to something through either the matching of words to images or the juxtaposition of two images which construct a meaning.
For example in advertising, an image alone is polysemic- open to a range of interpretations. To clarify what the image means and so to make the image relevant to the purpose of the advert, text can be added. Thus the image serves as the 'hook' while the text anchors meaning. This can be said also for photographs attached to newspaper articles. The same photograph takes on different connotations with different accompanying texts.
For example...
This rose, could be used from anything like a dating agency to a funeral home! it also could mean love or death. Here is the picture of the rose; incase you think I mean Rose from titanic ;)
<this rose.. not this Rose>
THATS ALL FOLKS!!!
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