Comparable Products Music Video: Kate Nash - 'Mouthwash'

I was unable to upload this video onto my blog. However, the video can be found at:

Kate Nash - Mouthwash



Mise en Scene:

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.