Semiotics - The study of sign and symbols
There is a sign, an object that is called the signifier
The meaning that is given to that is called the signified. This is nor fixed and can change with time or the society or culture that it is shown to.
Denotation is what you see and connotation is the meaning that you give when you see it.

Codes and Conventions
There is so much that happens at a conscious level, or even unconscious level that you are already aware of in your work , such as genre conventions , narrative conventions, codes about camera angles and lighting etc.

It is not just about what you are going through those and saying how you used them, what you denoted (the signifier) to create meaning, the connotation that you hope your audience will attribute to them.

Theorists

Fiske (1982) - "denotation is filmed, connotation is how its filmed"

Saussure (1983) - "Audience can look at a media text fro a syntactic point of view, just describing what they see, or from a representational or symbolic point of view where the attribute meaning to what they see"

Barthes (1967)  - An audience's understanding of media texts comes from their understanding and knowledge of frequently told myths or stories. He argues that the organisation of signs encodes particular messages and ideologies

Chandler (2005) - Says that semiotics is important because it helps us not to take 'reality' for granted as something that can exist without human interpretation.

Stuart Hall - Argued that meaning is not fixed by the producer, and the audience is not passive, gave us different readings, the preferred reading is where the audience reads it the way you wanted them to.


Answer Plan

So the media language you use is trying to construct a meaning that you wish the audience to read, and if you are talking about this years work, the language should be consistent across all three products so there to be a sense of branding and one campaign.

So using the four micro elements, mise en scene, camerawork, editing and sound, pick three examples for each where this helps you create meaning and construct the whole representation thing.

You can also talk about the micro elements, genre, narrative, representation, and use them as a source of theorists, as they all are relevant.