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Mise en Scene:
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.
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