Binary opposition: a pair of related terms or concepts that are opposite in meaning. It is the contrast between two terms that are completely theoretically opposite, for example, we know the sign of being good because we understand the concept of evil . Modality markers: such cues refer to what are variously described as the plausibility, reliability, credibility, truth, accuracy or facticity of texts within a given genre as representations of some recognizable reality. Textual convergence: this is a feature whereby the content of the advertisements and the content of the magazine are made to converge, creating a sense of continuity between the products advertised and the articles of the magazine. Social semiotics: social semiotics is a branch of the field of semiotics which investigates human signifying practices in specific social and cultural circumstances, and which tries to explain meaning making as a social practice.