There are many two shots used throughout the video, where the male and female character's are framed together, connoting their togetherness and unity as a couple. There are also many medium shots used possibly in an attempt to allow the audience to relate to the characters' costumes and facial expressions. There is also a medium shot used when the female's body is framed, representing the stereotypical view that the male audience want to see this within the dance genre. Close ups of the character's faces are used to allow the audience to identify with the character's facial expressions. Also, the over shoulder shot is used, to heighten the sense of verismilitude, to allow the audience to feel as though 'they are there'.
This particular music video is set in a foreign country, as the sunbathing and swimming pools suggest. This reinforces the dance genre and where it achieves the highest audience participation. Many of the desired audience for this music video may have witnessed the same types of location that is witnessed in this music video, such as nightclubs and holiday settings where the dance genre is massive, allowing this audience demographic to be able to relate to this video more intensely, therefore making this video communicate the genre correctly.
The male character wears a white shirt, connoting his simplicity as a character and his innocence. It also shows that he is abroad where the dance genre 'booms' as it is the type of costume that is common for holiday goers. The female character wears a bikini which represents her as a stereotypical female who flaunts her body when abroad; however, this may have been used in an attempt to attract a wider male audience. The female character also wears a deep orange, almost red, short dress, connoting her power within the music video's narrative. Her red costume also represents her passion and significance to the narrative.
The framing used within this video is reasonably straightforward, as all of the characters involved are usually framed within the same shot, creating a sense of unity and friendship between the characters. However, the female character with dark hair seems to dominate the frame the majority of the time she is framed, connoting her importance to the narrative. Also, when the artist is framed in front of a colour backdrop, he dominates the frame, connoting his significance also. The colourful backdrop illustrates the dance genre as a whole, and connotes an eccentric feeling about the genre, which clearly reinforces the dance genre.
Many straight cuts have been used throughout the music video, some to continue the narrative, but some have been used cleverly so that the video follows the soundtrack with precision. For example, at some parts within the narrative there are three to four straight cuts within eight to ten seconds of footage, which clearly ups the pace of the video, and therefore representing the dance genre positively, as an upbeat genre. The genre of dance is communicated well throughout the entire video, personally. As it allows the audience to relate to the setting, costume and the characters.
The main target audience that the dance genre aims at is predominantly the female gender (even though some dance sub genres, such as dubstep, are aimed at a more male orientated audience). This video seems to target an audience of the male gender gender, as it represents females as stereotypically 'easy' within a foreign society, therefore promoting the video towards a male audience. On the other hand, the entire narrative of the video may promote the video to a more female orientated audience, due to the positivity of the holiday and the clubbing scene. Altogether, this video has been structured well, as it is promoted towards a mixed gender audience.
The mood and tone of this video is simply all positive, apart from right at the climax, where the female character is upset, as the close up shot of her face represents. the setting, editing and the general mise en scene all suggest a positive tone about the video, possibly in order for the audience to enjoy the video, therefore increasing sales of their song.
The narrative theory involved within this music video is Todorov's narrative theory. The equilibrium is the two characters, male and female, getting on well throughout the narrative. There is then a disruption towards the end of the video, where the female catches the male talking to another female. However, as Todorov's theory suggests a restoration in equilibrium, this narrative involves no restoration, and creates an enigma for the audience about what will happen between the two characters.
No comments:
Post a Comment