Structure: Narrative
Genre: Electro-House
Context: Love themed by hand held camera.
I have chosen this video because of the style it is being filmed - by using a hand held camera. And also by the narrative, it is based on a couple filming themselves and throughout the video, there are scenes where it cuts back to footage of them. This is inspiring for my own video because of the style it is being filmed - a hand held camera (like the Arctic Monkeys), and also because the narrative isnt continuity, the orginal scenes of the male and female are cut in at random times which will influence my video.
Conventions Of Genre:
The genre for this music video is Electro-house, mainly associated with music which is on the Top 20's on 4Music - chart music. A main aspect of chart music videos is the narrative; this one is associated with the song 'I need your love' which is instantly seen at the start of the video by the fact it is footage of a couple's retreat - by a hand held camera.
Use Of Cinematography:
Close ups, Mid shots, Two-shots and location shots are all used through out this video. The close-ups and mid shots are of all the characters so we know what they look like and to reveal they're facial expressions. The establishing shots establish the location, where the character is and if they are doing a certain activity, us as the audience understand the narrative. A low angle is used to film a man on a skateboard from the point of veiw of the skateboard, you can tell he is skateboarding by the narrative leading up to it. Establishing shots are used to connote to the audience where the video is being filmed.
Use Of Editing:
The only edits in this video are fast cuts when the scene changes back to the original footage of the couple, otherwise the footage is continuous.
Deconstruct the text in relation to connotations:
Female in the video is featuring artist Ellie goulding who is seen at the start of the video in a white bed, with white covers - the white could connote purity or innocence. The light shinning through the white coloured curtain on the window behind her could connote she is angelic. But later, she is seen in black boots, shorts and top with a white top over it. This could connote she is seen as innocent and angelic but underneath she could be bad or mysterious.
Whereas the male present in the video (artist Calvin Harris) is dressed in black which could connote him as an antagonist character or that he is mysterious.
Theorist Laura Mulvey and her theory of the 'Male Gaze' can be represented in this video by Ellie Goulding, the fact she is seen in bed; the main target audience is focused on males; who will assume she is naked. This has been deliberately put in for the male audience to catch their attention and to make them watch it. Laura Mulvey will argue that Ellie Goulding is portrayed as an sex object for the male's sexual desire, but Ellie Goulding may want herself to be portrayed like this, to benefit her representation as an artist to gain popularity.
How is a narrative developed:
The narrative begins with the couple's retreat using a hand held camera, so it is personal footage. The song itself is mainly non-diegetic background music, but at times female artist Ellie Goulding sings her parts; so the non-diegetic sound becomes diegetic vocal sound.
In the narrative the hand held camera is picked up by random people that carry on the video and develop the narrative; although scenes of the couple are cut in at random times to remind the audience of the song's meaning: love. By the end of the video, the camera is returned to the couple when the random characters who last picked up the camera go to artist Calvin Harris's gig/concert, where featuring artist Ellie Goulding is present, so the narrative concludes where the narrative left off with the featured couple in the video.
How does the text appeal to the audience:
It would appeal to its target audience of those who like the genre of Electro-house; or fans who like either artist; Ellie Goulding or Calvin Harris. The text is mainly focused about the narrative reflecting the main connotation of the song: Love. So the videos purpose is to get the audience's attention for them to watch it all the way through, by producing a interesting narrative. The video is advertising the song and the artists through the narrative, since both artists are featured in it.
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