I was unable to upload the video for this comparable product, however the video can be found at the link below:
Mise en Scene:
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.
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