Mise en Scene:
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.
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