The advert consists of one image that covers the whole page. The image is of some blue stage curtains, which possibly refer to playing live at gigs. The picture is simple and not that exciting, however this creates intrigue as viewer do not get a sense of the band immediately.
The brightest colour in the image is the blue curtains, which makes them stand out and attract viewers. The blue colour is masculine, indicating that the band are male and gives a calm and relaxed feel to the album/band.
Font and Colour:
The font is a simple block style which allows the band’s name to stand out clearly on the advert.
The text is all white which again highlights the words and allows them to catch audience’s attention.
Target Audience:
The target audience would be men, as the colours such as the blue curtains are masculine. The overall image seems quite unusual, which may be targeted at a younger age range such as teenagers as this style of image is quirky.
Tagline/Title:
The advert does not have a tagline. The album name is ‘The Drums’ meaning that the album is self titled. This makes it even more important for the band’s name to stand out on the advert, which has clearly been done here by the use of a large simple font in a clear white colour.
Representation:
It is unclear who specifically is being represented as there are no people featured on the advert. However, as the colours are masculine, the advert is representing males to some extent.
Enigma:
By not seeing the band or any person in the advert, this helps to create an enigma as the band appear mysterious and this creates intrigue in the audience.
Attract Intended Audience:
The colours used help to attract males as the blue colours are associated with men. The simple image creates intrigue in the viewer as they cannot see any of the band members. By using large, simple white text, the audience can clearly recognise the band name without having to look at the advert for too long.
The image used covers the whole advert and shows the artist to be lying down sideways. This immediately gives an unusual and quirky feel to the artist. The viewer cannot see if the artist is wearing clothes and by the facial expression she appears possibly promiscuous and portrayed as a sexual object.
The background consists of a material print which appears old-fashioned/out of date. The dull tones from the background help to make the artist’s name and the album title to stand out clearly on the advert.
The brightest colour in the advert image is the artist’s face. The other tones are dull and lifeless, allowing the artist to be the centre of attention in the image.
Font and Colour:
The artist’s name and the album title are written in t a handwritten font which appears natural and messy. This indicates that the artist is possibly unconventional as she appears normal and not ‘perfect’. The text at the bottom of the advert is a simple block font which doesn’t take attention away from the image. This also allows the text to be read clearly by the viewer.
The name and bottom text is white, meaning that it stands out easily against the darker tones in the image.
Target Audience:
The target audience appears to be females as the artist is a woman and the font style looks feminine. However, as the artist is portrayed as possibly a sexual object by the positioning in the image, the album could also be targeted at men.
Tagline/Title:
The title of the album ‘The Family Jewels’ indicates that the artist is unusual, as the title is fun and quirky. The name also links with the artist’s name ‘Marina and the Diamonds’ as this is what the ‘Jewels’ could be referring to.
Representation:
The advert represents women in a possibly negative way, as the positioning of the artist in the image portrays her to be a sexual object as she could be seen as looking promiscuous and the viewer cannot see if she is wearing clothes.
Enigma:
The unusual positioning of the artist in a side-ways style shows her to be different and helps create an enigma because the audience understand this is unusual.
Attract Intended Audience:
The large handwritten font of the artist’s name and album title attract the audience as this is eye-catching and stands out easily. The way that the image covers the whole advert also helps to attract viewers as the artist can be seen clearly and is the focus of the advert.
The image used represents a bible with neon coloured outlines, this links clearly to the album name ‘Neon Bible’. This image also gives an unusual feel to the album and the colour used allows the image to stand out easily. The lines around the image are white, which links with the text colour used, allowing the viewer’s eyes to be drawn to the neon colours.
The only bright colour used in the advert is the neon pages of the ‘bible’, making this element stand out from the overall advert. The black background gives a serious tone to the band and album.
Font and Colour:
The information given is in a block style font which is simple and easy to clearly read. The band’s name is written in a handwritten block style which allows the name to stand out on the advert.
The text is white which allows the information given to stand out clearly on the advert in a simple way.
Target Audience:
There is no specific target audience given on the advert, however, from the black background the advert has a serious tone to it which gives the impression that the album may be targeted at adults. The dark colours used also imply that the album may be targeted at a male audience.
Tagline/Title:
The advert has no tagline. The album name ‘Neon Bible’ is an unusual name and gives a quirky and different feel to the band and album.
Representation:
The representation here could be young adults, as the black background and unusual album name.
Enigma:
The black background helps to create an enigma, as the album and band seem serious and the overall advert stands out easily in a magazine.
Attract Intended Audience:
The list of popular songs and the offers of limited editions of the album help to attract viewers. The black eye catching background also helps to attract audiences.
The image used on the advert is the same which features on the CD cover. This will allow audience members to recognise the album in a shop easily. The image is a mid-shot of the female artist looking away from the camera with gold dots representing ‘lights’ in her hair. This clearly links to the album name ‘Lights’. The image takes up 2/3 of the advert, making it the focus and easily stands out. The bottom of the advert is black, allowing the text to be clearly readable for the viewer.
The lighting used in the image is soft allowing the artist’s youthfulness to be fully seen and give the album a soft feel.
The only colour used is in the image, which again makes it eye-catching to a viewer.
Font and Colour:
The font is a block style which is quite feminine, indicating that the album may be targeted towards women more than men.
The artist’s name is a gold colour, which portrays it to appear glowing, linking clearly to the album name. The text at the bottom of the advert is white which makes it easy to read against the black background.
Target Audience:
The target audience for the album would be young females, as this links to the artist’s own age and the font style and colours used are associated with femininity.
Tagline/Title:
The title of the album ‘Lights’ is simple and memorable, meaning that a viewer will be able to remember the album when in a shop.
Representation:
The advert represents youth by clearly show the artist is young through the use of soft lighting. Women are also represented as the artist is female herself.
Enigma:
The large image helps to create and enigma as it is eye-catching and allows the artist to be recognisable. The large text of the artist’s name also creates an enigma as it stands out clearly on the poster.
Attract Intended Audience:
The use of star ratings and comments from respected and trusted magazines/newspapers allow audiences to believe that the artist is talented and persuade them to buy the album.
The image in the advert is the same picture used on the front of the CD, which features the artist wearing lungs around her neck. This allows the viewer to be able to identify the CD easily in a shop and the same quirky and quite serious feel is being brought across.
The only colour in the advert is in the image. This allows the artist to be the focus of the advert and to stand out easily against the black background.
The image is very large and covers most of the advert. This allows the viewer to see the artist fully and again helps them to identify the CD in a shop.
Font and Colour:
The font used for the name of the band is a handwritten style, which is feminine, linking with the female front woman. The font of the other text, especially the ‘Lungs’, is much more simple and structured, allowing the important information to be seen and read clearly.
The colour of the text is white, this allows it to clearly stand out against the black background, and this colour makes it eye catching. The audience is also spoken to by the text used, such as the text explaining that certain popular songs feature on the CD.
Target Audience:
The target audience isn’t specific; however from the dark colours and serious tone created, the target audience would be older teen and young adults.
Tagline/Title:
There is no tagline featured on the advert. The name of the album is the larger piece of text on the advert, and this gives an idea that she is a naturally good singer.
Representation:
The representation of women can be seen here. The artist is portrayed as independent as strong as she is the only person on the advert.
Enigma:
The text tells the audience that specific popular songs feature on the album. This helps to create an enigma as this will persuade people to buy the CD. The dark colour and single image also help to create an enigma.
Attract Intended Audience:
The single image, black background and text telling the viewer which popular songs feature on the CD attract the audience to buy the CD.
The artist wears a knee length pink prom style dress, with a netted hair accessory. This gives a quirky feel to the artist. The pink colour is very feminine and highlights that she is a woman solo artist.
The L shaped prop used links to the artist’s name and emphasises the quirky feel as well as giving a fun atmosphere to the artist. The L also links to the artist’s name.
Camera Shot/Framing:
The image is a long shot, allowing the audience to clearly see the costume and the colour. The L is in the centre of the frame, grabbing the attention of viewers easily.
Font and Colour:
The text of the artist’s name is in a block, simple font, making it clear for viewer’s to read as well as keeping the attention on the image. The album name ‘It’s Not Me, It’s You’ is in a handwritten font, which appears feminine, showing that she is a female artist.
The name of the artist is black with a pink outline, making it stand out on the cover, but still showing a feminine theme. The album name is a pink colour, which again shows she is a female artist and this colour also stands out underneath the dark name of the artist.
Target Audience:
The target audience of the album would be women, from older teens to young adults. This is because of the female associated colours used on the cover, such as the costume and text colour, as well as the artist being a young woman.
Tagline/Title/Name:
The album doesn’t have a tagline. The album name ‘It’s Not Me, It’s You’ is a twist of the common phrase used to break up with somebody. This again portrays the artist to be quite quirky and unusual, but also allows people to relate easily.
Representation:
The representation being portrayed is of women, as the font and costume colour is mainly female orientated. The artist is also represented as being independent as she is the only person on the cover.
Enigma:
The L shaped prop creates an enigma as this is clearly very unusual and shows the artist to be eccentric. The name of the album also helps to create an enigma, as it is very different from an average album name.
Image of Band/Artist Presented:
The artist is presented as being an independent woman and the album is shown to be quite quirky and fun.
Inlay
The inlay for this album couldn't be found.
Back Cover
The back cover features a selection of random larger letters and numbers on a plain background. This links with the L letter on the front cover. The letters have bright colours on them which emphasises the fun feel portrayed on the front cover.
The same font has been used as the artist’s name on the front cover. The black cover of the tracks helps them to stand out and be read easily.
The track numbers are at the top of the back and the barcode is at the bottom right hand corner.
The artist’s websites are featured on the back cover, allowing viewer to find out more information when they buy the CD.
The costume the artist is wearing is a red dress, which usually has connotations of danger and desire. However, by the positioning of the artist, this associated seems unfound as she appears shy and timid. This colour works well though as it helps make the artist stand out clearly.
The main prop in the image is the yellow house. This links with the album name as well as giving a fun and quirky feel to the overall image. The flowers and horse shaped bushes give a natural feel to the artist as well as an obvious feminine tone too.
The overall bright colours used in the image give a very clear childlike theme.
Camera Shot/Framing:
The image is a long shot which allows the audience to see the house and all of the other props used fully. The house is in the centre of the frame, allowing it to grab the viewer’s attention easily, as it is linked to the album name.
Font and Colour:
The font used is a handwritten style that is very childlike. This links to the idea that the album is aimed at young people.
The font colour is white, which connotes innocence and purity which links to the childlike style. This colour also makes it easy for the text to stand out against the blue background sky.
Target Audience:
The target audience would be teenagers as the text style and colour has connotations of youth. The album could also be targeted at young women as this is the age range of the artist and they could relate to her.
Tagline/Title/Name:
There is no tagline for the album. The album name ‘Made of Bricks’ is quite unusual and emphasises the quirky feel that is portrayed through the image and text style.
Representation:
The cover represents youth as the bright colours and style of text are clearly associated with this age range. The representation of young women could also be seen here as the artist herself is young and people of the same age could relate to her.
Enigma:
An enigma is created by the title of the album as it is quirky, unusual and possibly confusing.
Image of Band/Artist Presented:
The artist is presented as youthful by the choice of bright colours and childlike text, as well as being quite quirky by the use of props and album title.
Inlay
The inlay for this album could not be found.
Back Cover
The back cover is a blue colour background which gives a simple and uncomplicated feel to the album.
The text is the same colour and font as the front which keeps a childlike theme on both cover.
The track list fills most of the back making the titles stand out and appear important.
The artist’s costume cannot be fully seen, however it is clearly a black colour. This gives a serious tone to the album, and also doesn’t take any attention away from the gold dot ‘lights’ in the artist’s hair.
The gold dots places around the artist’s hair and in the background, resemble lights, which links to the album name ‘Lights’.
The soft lighting used in the image gives a soft feel to the cover and highlights that the artist is young.
Camera Shot/Framing:
The image is a mid-shot, which allows all of the artist’s hair and face to be fully seen. The artist take up nearly all of the frame, making her clearly the focus and the cover more memorable to the audience.
Font and Colour:
The font used is a block style which is quite feminine. This clearly links to the female artist. The text is easy to read and stands out easily on the cover.
The colour of the text is gold with a glowing outline. This links with the album name as the words appear illuminated like a light.
Target Audience:
The target audience would be young people such as teenagers and young adults, as this links with the artist’s age and the way she has been portrayed as quite young. The overall image is quite feminine due to the golden tones which may mean the album is targeted more towards this gender.
Tagline/Title/Name:
There is no tagline on the CD cover. The album name ‘Lights’ is short and simple, which makes it easy to remember and the cover clearly links to the name.
Representation:
The cover represents youth, as the artist is clearly a young woman. The representation of woman can also be seen as the artist is female.
Enigma:
The gold ‘lights’ on the cover image help to create an enigma, as they appear unusual and stand out clearly. The way that the artist fills most of the frame also creates an enigma, as she is easily recognisable on a shelf in a shop to a viewer.
Image of Band/Artist Presented:
The artist appears like she has ‘light’ in her as the gold dots represent strand of her hair, this is a positive presentation of the artist. The way that the singer is looking away from the camera to one side also implies that she is shy and adds to the idea that she is young.
Inlay
The inlay for this album could not be found.
Back Cover
The back cover consists of a black background which gives a simple style to the CD but implies the album is serious in tone.
The track list is the same font as has been used on the front cover, which is a block and feminine style, which gives a consistent theme to the whole CD. All of the text is gold, which is the same style that has been used on the front cover which links to the album name ‘Lights’, as well as allowing the text to stand out clearly against the black background.
The track list is in the centre of the back cover, allowing it to grab the audience’s attention and be read easily and clearly.
The barcode is in the top centre. The artist’s website is written at the bottom centre, indicating that when the CD is bought bonus content will be unlocked, persuading people to buy it.
The image which features on the cover of the CD is a black and white long shot image of the band playing guitars. This gives a simple and laid back feel to the band and the album.
The costume the band is wearing is very casual. This emphasises the laid back feel to the band as a whole and indicates that they are young people.
The use of guitars in the image indicates the type of music the band play as well as showing that they play their own music, which may persuade people to buy the CD more.
Camera shot/framing:
The image used is a long shot image of the band playing. This allows the audience to see the guitars easily as well as the bands clothes, which helps to show that they are young people.
Font and Colour:
The font used is a block style and very simple. This allows the focus to be on the image and for the text to be read easily.
The colour of the band name is in black which keeps to the black and white theme of the overall cover. However, the album title ‘Inside In Inside Out’ is written in red, which has connotations of danger, but I feel that this colour has been used here to allow the title to stand out as it is important.
Target Audience:
The target audience, in my opinion, is young adults and older teenagers. This is because the band has been represented as young males, and they fit into this age range themselves.
Tagline/Title/Name:
There is no tagline on the cover. The title of the album ‘Inside In Inside Out’ gives a quirky feel to the band as it seems like an unusual name for an album. This will also be easy to remember for the potential buyers as it is almost like a saying.
Representation:
The representation of youth can be seen here, as the band is all young and their clothing portrays this clearly.
Enigma:
The black and white image creates an enigma as the band immediately appears laid back and relatable to a young viewer.
Image of Band/Artist Presented:
The overall image of the band is that they are laid back by their clothing and create they create their own music by the use of guitars in the image.
Inlay
The left side of the inlay shows a black and white image of the band again, making the overall CD have a black and white theme. At the top of the image there is a section where the band give thanks to people. There is a red strip across band members face’s with the word out. The word and colour link to the front cover title.
The right side of the inlay features film strips of the band which are again black and white. The images show the band messing around which is common traits of representation of youth.
Back Cover
The back of the CD shows another black and white long shot image which is slightly blurred. This links well with the overall theme of images seen in the CD.
The track list is on the left side of the back, with the text being black and quite small. As the image takes up most of the back space, the track list isn’t very eye catching.
The font is the same black/simple style as the front text, making it easy to read.
The barcode is at the top right hand corner and the band’s website can be seen on here too. This allows people to easily find out more about the band when they buy the CD.
The main prop used are the lungs around the artist’s neck. These link with the album name ‘Lungs’ and indicates that she is a powerful singer. This is also the only thing covering her body and this implies that her voice is a big part of her. The prop also shows the artist to be quirky and unique compared to other artists. Birds are seen in the background of the front cover. This again emphasises that she is unusual. The birds have connotations of nature, possibly implying that she has very natural talent. Flowers have also been used in the front cover image, indicating that the artist is feminine.
The artist is wearing an open beaded/chain top which revealing her flesh, as she is only covered by the lungs. This type of costume portrays the artist to be represented as a sexual object which could be a negative representation of women.
The black border around the image helps to keep the focus on the picture as well as making it stand out clearly.
The background consists of dull/dark colours which has connotations of being mysterious and serious. The singer’s red hair stands out easily against these darker tones and allows her to be the focus. The lungs are a rich red colour which makes them eye catching to the viewer and obviously important.
Camera Shot/Framing:
The image is a mid-shot and the artist is in the middle of the frame. This allows the lungs to be seen as they link with the title of the album, but also make the artist completely viewable, whilst also easily being the audience’s centre attention.
Font and Colour:
The writing is a handwritten style which links to the natural feel of the other props in the image. The font is also feminine looking which is appropriate as the artist is a woman.
The text colour is white, allowing it to stand out clearing against the black background.
Target Audience:
It is not clear who the target audience is. However, from the quirky and serious tone received from the elements discovered such as colour and props, it seems like the CD would be targeted at older teens to young adults.
Tagline/Title/Name:
There is no tagline on the CD cover. The album name ‘Lungs’ is linked with singing, and the use of this name indicates that the artist is a powerful singer and that it is a big part of her personality.
Representation:
The representation portrayed here is of women. As the artist is alone on the cover, this indicates that she is strong and independent, and representing these types of women.
Enigma:
The props and colours used create an enigma, as the colour give a moody feel, with the props showing the artist is unique and unusual.
Image of Band/Artist Presented:
The band is shown as being clearly fronted by the female singer as she is the only one featured on the cover. The image of the artist also presents her as an independent and strong woman.
Inlay
The image on the left inlay is a low angle image of the artist at a gig, holding on to her fans. This indicates that her fans are important to her. The angle of the image shows her to have power over her fans, as the audience are looking up to her. This idea of showing that fans are important to the artist will make people relate more and feel a connection to the singer, meaning that they are persuaded to buy the CD.
The right inlay image shows a picture of the same background as the front cover image, but without the artist. This keeps the style throughout the CD. The print style of the material in the image also gives a vintage feel, indicating that the artist is maybe into fashion and style.
Back Cover
The back of the CD shows an illustration of some lungs with numbers referring to the track numbers. The colours here are black and white which means that there is nothing distracting the viewer from the information given as it is very simple.
The tone here is quite serious and moody again.
The band website is given at the bottom and the barcode is in the bottom right hand corner.
There is additional information given underneath the website about a bonus track available. This will persuade people to buy the CD as they will then receive tracks that they wouldn’t be able to get from anywhere else.
The artist wears a dress with a mismatch of odd images on it and a big black bow on a white collar, with black tights. This immediately gives an unusual feel to the artist; however, as she is wearing black tights she appears very covered up, as she isn’t showing any flesh apart from her arms. The butlers wears suits which contrast with the artist’s outfit as they appear very formal compared to her outfit.
The giant presents, balloons and multi-coloured caravan all give a quirky feel to the artist and video. The cakes and toys such as a teddy bear outside the caravan at the beginning of the video, give a childlike feel to the artist as these props are associated with young children.
The colours used in the video are mainly pastel such as the caravan exterior. This allows the colours to be noticed and attractive for the audience, however, it means that they do not take any attention away from the artist or the action happening on screen.
The lighting used is very natural, which helps to create verisimilitude.
Camera Shots:
Long shots are used frequently throughout the video. For example, when the artist is walking down the stairs near the end of the video. This indicates that she has power, as the audience can see that she is being helped down by the butlers.
High angle shots helps to allow the viewer to feel part of the action as they can see everything that is happening on screen clearly, such as when the artist is spinning with the giant presents. This style of camera shot also identifies her to be different compared to the other people in the video, as she is usually in the centre of the frame for these shots.
Point-of-view shots create a connection between the artist and the viewer, as she is singing to the camera, helping the audience feel part of the song.
Camera Movements:
The use of a pan shot at the beginning of the video identifies how important the artist is in the video, as the camera reveals her smoothly as well as appearing as if the camera finds her.
A tilt camera movement showing the artist walking up the stairs helps to keep the focus on her, as she slowly comes into the shot.
Tracking movements of the artist also keeps her the centre of attention in the video as well as helping the viewer feel part of the action as the camera moves with her.
Framing:
The artist is continuously positioned in the centre of the frame, meaning that the audience’s focus and attention is constantly on her.
Editing:
Straight cuts are used throughout the video creating continuity and verisimilitude. The edits are fast in pace which links well with the up tempo pace of the song.
A straight cut from the artist walking up the path near the end of the song to the butlers dancing behind her, indicates clearly that she has power, as she is in front of everyone else.
Target Audience:
The target audience is young woman such as older teenager to young adults. This is due to the childlike props used and the artist’s own age.
Mode of Address:
The props used give a fun and quirky feel to the artist and video, as well as appealing to the targeted audience of young women.
By using point-of-view camera shots to speak to the audience, a connection is created between the artist and her fans, meaning that the viewer feel part of the song.
Narrative Structure:
There is no clear narrative structure and no theories to apply such as Todorov or Prop.
Representation:
Women are represented through the artist in the video. She is presented as strong and powerful by the use of long shots showing her being helped down the stairs by men. She is also shown to have status over men as they serve her as butlers.
Enigma:
The odd props used, such as the giant presents, help to create an enigma, as they intrigue the audience as they appear clearly unusual.
Attract Intended Audience:
The childlike props used help to attract a young audience as they can relate to the items seen. The pastel colours used are also associated more with women as they are quite feminine.
Image of Band/Artist Presented:
The artist is presented to be quite powerful and independent as she is being served by men and is in a lot of shots alone. She is also portrayed as quite quirky and different by the use of unusual props.
The artist wears a dark coloured patterned dress with a blue band around the waist. This shows she is feminine, as well as fashionable, as this old-fashioned style is popular at the moment. The artist also wears glittery high heels, which again emphasise that she is feminine, as well as indicating that she is possibly eccentric when it comes to fashion. The dancers wear robot style outfits, giving a quirky and unusual feel to the artist.
The dancers wear roller blades which give an unusual and even quirkier feel to the video. The use of glitter on the artist’s shoulder at the end of the video gives a magical feel as well as indicating that she is slightly odd.
The main colours used are red and blue, due to the lighting on the artist’s face. This gives an interesting mix of hot and cold and indicates that the artist is quite unusual as these colours could be considered a contrast.
The lighting used is natural, allowing the audience to relate easily to the artist. There is also a lot of back light used, usually in the chorus of the song, emphasising the change in tempo and mood of the song.
Camera Shots:
A long shot of the stage with the dancers moving around the artist helps the audience to see all of the unusual elements such as the flashing lights and smoke on stage. This also allows the artist to appear important as they are all surrounding her.
A mid-shot of the artist looking in the mirror allows the audience to feel part of the action as they are seeing what she is seeing.
Point-of-view shots allow the audience to feel a connection with the artist, as well as allowing the viewer to feel part of the song.
Camera Movements:
A tilt movement from the artist’s fingers pretending to play the piano at the start of the video up to the artist looking in the mirror, helps to introduce the artist clearly, as the audience see that she knows the tune and can play it herself.
Handheld camera movements allow the audience to feel part of the action as this style makes the images on screen appear more real and believable as they are not perfect.
Tracking identifies that the artist is important, as the camera is following her as she sings. This style also allows the audience to keep up with the action as there are no cuts for a longer period of time.
Framing:
The artist is usually positioned in the centre of the frame, making it clear that she is important to the song as well as making her the audience’s focus.
Editing:
Straight cuts have been used to keep continuity as well as verisimilitude. Fade ins of different shots allow the fast pace to be broken up slightly and appear more smooth. For example, a mid-shot of the robot dancers moving fades into a close-up of the artist singing on the piano. The overall pace of the edits is relatively fast, especially in the chorus of the song as the tempo rises here.
Target Audience:
The target audience is young women, as the style of costume is popular with this age range, as well as the artist fitting into this age category herself.
Mode of Address:
The use of point-of-view shots connect with the audience and allow the artist to speak to the viewers.
The mismatch of colours and unusual props used give a quirky and different feel to the artist and video.
Narrative Structure:
The video has a linear narrative and follows Todorov’s narrative theory:
Equilibrium: The artist sits waiting backstage
Disruption: The artist looks onto the stage and realises she wants to be on it
Recognition of Disruption: The artist goes on stage
Attempt to Repair Equilibrium: The artist sings on stage
Reinstatement of Equilibrium: The artist wakes up as it was all a dream
Propp’s theory doesn’t apply here.
Representation:
The representations seen here are of young women. This is because the artist represents a quirky type of woman. However, as she only dreams about doing what she really wants and doesn’t actually do it, she is represented as submissive and passive, which as dominant negative stereotypes associated with women.
Enigma:
The unusual costume of the robot dancers helps to create an enigma, as the audience can quickly see that the artist id different and a bit quirky.
Attract Intended Audience:
The use of quirky costumes helps to attract a young audience, as they will find it fun and unusual. The fashionable costume of the artist will help to attract young women as they can relate to her style.
Image of Band/Artist Presented:
The artist appears quite quirky and unusual due to the costume of the robot dancers, as well as being quite on trend and fashionable, by the style of costume she wears in the video.
The artist wears a dark coloured t-shirt and black skinny jeans. These give a tomboy feel to her personality as this type of costume is not considered very feminine. This style of clothing is also associated with youth and gives a serious and moody feel to the artist. The female singer also wears a black glittery jumper in some parts of the video. This makes her stand out more against the other props used in the shot as well as linking to the other glitter used throughout the video. The artist wears a hoodie with the hood up in some parts of the video as well. This is also strongly linked with youth and shows her to be possibly rebellious.
The use of glitter gives a magical feel to the song and video and shows the artist to be quite quirky. The bike prop also gives an unusual and different feel to the artist, as well as linking to a childish theme which could be again related to youth. The use of the artist seen playing a guitar and drums, indicates that she is musically gifted and makes her own music, which could make her be seen as more talented.
The overall colours used in the video are quite dull or dark, which give a serious and moody feel to video.
The combination of natural-looking moody lighting and flashing lights in the background of shots, adds to the quirky and unusual feel of the artist as these two styles of lighting could be seen as contrasting.
Camera Shots:
The use of a long shot show three versions of the artist in the same shot, in a split screen style. This emphasises the unusual feel and individuality of the artist as well as allowing the viewer to see the different actions each version of the artist is doing in each section of the frame.
Point-of-view shots showing the artist singing to the camera, allow the viewer to feel a connection with the artist as well as part of the song.
A close-up of the artist’s eyes are the end of the video also allows the audience to feel a connection to the artist, as the eye’s are considered linked to people’s souls.
Some shots are also blurred and out of focus, which again emphasises the quirkiness of the artist.
Camera Movements:
A pan of the room near the start of the video allows the viewer to see the different versions of the artist in the split screen style clearly, as well as allowing the pace of the song not to be lost through the action on screen.
The handheld camera movements used when the artist is dancing and singing, help the audience to feel part of the action and also feel the up tempo sections of the song like the artist does.
Framing:
The artist is often positioned slighting to the side of the frame, which allows the split screen effect to be clearly seen, but when she is alone in the frame this creates an unusual feel as there is a lot of empty space.
Editing:
Straight cuts are used frequently throughout the video to create continuity and verisimilitude. A fade to black has been used when the scene changing near the beginning of the video, which creates a smooth and fluid feel to the editing used.
A straight cut from the artist singing and dancing to a shot of the artist banging a drum, helps to keep up with the tempo of the song, but in a clear and simple way.
The overall pace of the edits is quite fast which links to the tempo of the song.
Target Audience:
The target audience would be youth. This is because of the type of costume the artist wears which is very much associated with this age range, as well as the use of quirky props such as the bike which gives a childlike feel to the artist and viewers may relate to her easily by this.
Mode of Address:
The dark colours used give a moody tone to the video; however this is contrasted by the use of unusual props such as glitter which give a more eccentric feel to the artist.
The audience is spoken to by the use of point-of-view camera shots which create a connection with the viewer and the style of youthful costume which helps the audience relate to the artist.
Narrative Structure:
There is no clear narrative to the video meaning that neither Todorov or Propp’s theories apply.
Representation:
The representation of youth is being portrayed in this video. This is apparent due to the style of costume the artist wears in the video as well as the childlike props used such as the bike.
Enigma:
An enigma is created through the use of pan movements showing different versions of the artist near the start of the video, as this is immediately seen as unusual and helps to intrigue the audience from the beginning.
Attract Audience:
The elements attract the audience by creating connections between the artist and viewer, through point-of-view shots, as well as making the artist appear relatable by the style of costume she is wearing.
Image of Band/Artist Presented:
The artist is portrayed as being a representative of youth by the style of costume she wears which includes black skinny jeans and a hoodie. She is also presented as being quite serious by the dark colours used, and also quirky by the unusual props and split screen style showing different versions of her in one frame.
The lead singer wears a black leather jacket and has messy hair. This style is commonly associated with indie bands and young men. This also indicates that he is considered stylish and fashionable. The woman in the video wears a pastel pink coloured vest top with black hot pants. The pastel colour is quite dull and portrays her to be submissive. The hot pants have connotations of her being promiscuous, which links with the type of character she is, as she cheats on her boyfriend.
There are a number of mid-shots showing the woman drinking alcohol and getting drunk. This prop is commonly seen when youth is being represented.
Dark, moody lighting is used throughout the video, with red filters being used on the dance floor in the club. This red colour has connotation of danger and evil which could link to the type of character the woman is portraying. This style of lighting also gives a serious and glum feel to the video. When the video flashes back to a daytime setting, the lighting is much brighter, giving a calmer feel to these scenes.
Camera Shots:
Point-of-view shots have been used to show the singer singing to the camera. This helps to create a connection with the audience, as well as helping them to relate to the lead singer’s situation in the video.
A high angle shot of the woman standing in the toiler, clearly allows the audience to think of her as low and a bad person as they are looking down on her, and she is hurting the singer.
A mid-shot of the band sitting at the bar, laughing and drinking, allows the audience to see them all together, and get a sense of the type of group they are. By seeing them drinking and how they are all dressed in young fashion, it is clear that they are representing young males.
Camera Movements:
The video begins with the camera tracking the lead singer. This immediately grabs the viewer’s attention, as well as indicating that he is the front man of the band and important to the storyline of the video.
A pan of the singer walking through the crows shows him to be alone as he tries to find his girlfriend. This makes the audience feel sorry for him and keeps their attention on him.
Editing:
Straight cuts are used continuously throughout the video, creating continuity and verisimilitude. The pace of the edits are quite fast, which matches the up tempo song, especially in the chorus.
Straight cuts from the singer on his own in the club to a flashback showing a long shot of the couple sitting at opposite ends of the bed, help to show the back story to their relationship, as they are portrayed as being physically separate.
Target Audience:
The target audience is young adults and older teenagers, mainly because these are the representations being portrayed by the band themselves and the other characters featured in the video.
Mode of Address:
The use of point-of-view shots allows the audience to be spoken to, and for the band to connect to their fans.
The lighting creates a gloomy mood to the video and song as well as the storyline to the video.
Narrative Structure:
Todorov’s theory can be applied to this video:
Equilibrium: Goes out to club
Disruption: Sees his girlfriend getting with someone else
Recognition of Disruption: Walks away from her
Attempt to Repair Equilibrium: Sits with his friends
Reinstatement of Equilibrium: Has fun without her
Propp’s theory could possibly be applied here also, as the female character is portrayed as a villain.
Representation:
Youth is represented in the video by the props showing alcohol, the costume of the characters and the long-shot of the singer holding his girlfriend’s hair has she is sick, which represents youth as being rebellious and naive. Women are also represented as being promiscuous by the costume of the female character. These representations communicate that the band are up to date with fashion and the style of young people at the time.
Enigma:
The use of flashbacks help to create and enigma, as the audience don’t know the full story of the couple’s relationship form the start of the video. The use of tracking the singer at the start of the video also creates and enigma as the audience clearly sees he is important to the story and the band.
Attract Audience:
The elements attract the audience by creating a connection with the audience by the use of point-of-view shots, the moody and serious lighting used and the type of costume worn to clearly show that the band represent youth, attracting their target audience.
Image Presented of Band/Artist:
The band of presented as being fashionable and representing of young people, mainly through the costume worn by the band.
Artist wears glittery leotard which shows her full legs, which has connotations of portraying women as sexual objects. The glittery style of the outfit gives a fairytale feel to the video, which links with the moon prop used. This theme indicates that artist is quite quirky and different. The sparkly outfit is also very eye-catching and keeps the focus on the artist throughout the video. The artist also wears a white outfit, which connotes that she is pure and innocent, which could also link with the fairytale theme.
The crowd dancing near the end of the video are wearing bright mismatched colours and are heavily accessorised which portrays them as young people as this is a common representation of youth.
Backlighting is used at the beginning of the video creating an atmosphere from the very start. This style of lighting is also used when the artist is dancing on the moon, allowing her feminine body to be seen clearly.
Camera Shots:
Low angle shots used to show the artist to have power over the audience as they are looking up to her. This type of shot also portrays the artist to be independent and strong woman.
A high angle shot showing the artist sitting on the moon above the crowd of people, show her to have power over them and making her the focus still.
Point-of-view shots create a connection with the audience and allow the fans to feel part of the song. This also helps the audience to be able to relate to the song and what the lyrics say easily.
Close-ups also allow the audience to feel part of the song, as the frame is filled with the artist’s face and she is the focus of the viewer’s attention. Close-ups are used when the singer is reaching the high notes, allowing the viewer to see her talents.
Camera Movements:
A zoom out is used at the very start of the video, immediately indicating that she is the artist and the viewer’s attention and focus is on her.
Pan movements are used frequently when she is dancing on the moon, allowing the audience to clearly see the movements as well as keeping the attention on her.
A tilt movement has been used when the balloons are going past the artist on the moon. This adds to the magical/fairytale theme as well as adding to the quirky feel of the video.
Framing:
The artist is continuously in the centre of the frame, making her the centre of attention and clearly the focus for the viewer.
Editing:
Straight cuts are used continually throughout the video, creating verisimilitude as well as keeping continuity. The fast pace straight cuts from the artist dancing on the moon to a close-up of her singing, gives a fast pace feel to the video and also keeps the viewer’s attention and interest. This fast pace cuts also links well with the tempo of the song, as the series of shots edited together become faster as the song picks up pace around the chorus.
There are fades to white used in the slower parts of the song, as this breaks the flow of the video and helps to slow the pace down.
Target Audience:
The target audience for the song are young people such as teenagers and young adults. This is made clear by the people featured in the crowd in the video, who also belong to this age range. As the song is a cover, the target audience would also be fans of the original version, which may be a older adult audience, such as the over 30s.
Mode of Address:
The use of backlighting and unusual props and eye-catching clothing, the video has a magical/fairytale feel to it.
The tone is quite serious, with the use of straight cuts to create verisimilitude and continuity.
The artist speaks to the audience by the use of point-of-view shots, which allows the viewer to feel part of the action and helps them to relate easily to the song and the artist.
Narrative:
There is no clear narrative to the video, so there is no theory such as Todorov and Propp to apply.
Representation:
The main representation of the video is of women. The costume and camera angles aid the audience in clearly understanding the intended way the video and the artist wanted to be seen. The artist is portrayed as a strong independent woman by the use of low angle shots, but the revealing outfit portrays her as a sexual object.
Enigma:
An enigma is created by the use of lighting on the artist and the quirky props used. This creates an interesting and attention grabbing video for the song, which will make it memorable for the audience, meaning that they’re more likely to buy the song.
Attract Audience:
The elements attract the audience by allowing the artist to seem connected to the viewer, by the use of point-of-view shots, as well as making the song seem aimed at and for people, by the use of a crowd dancing to the song in the video.
Image of Band/Artist Presented:
The band is seen to clearly be fronted by the female singer, as she is the only musician seen in the video. The use of props such as the moon, it is clear that the singer is quirky and different from other musicians around.
