Comparable Products CD Album Advert

Florence + The Machine - ‘Lungs’

Image
The artist is wearing the same clothes as she is on the CD cover; she is also wearing the lungs around her neck, this creates a serious yet quirky feel to the band. This makes the CD and band easily recognisable for the audience in a shop. The image is the largest thing on the advert and is the only colour allowing the focus to be on the artist and stand out easily against for the audience.

Copy
The bands’ name is in a handwritten font style, which is quite feminine linking with the woman on the advert. The other text, predominately the word ‘Lungs’ and what is underneath it, is simple and structured in comparison yet is effective as it shows the important information clearly.

The white font colour stands out against the black eye catching background making it attention grabbing for the audience. The audience are spoken to by there being a list of certain popular songs so that the audience would want to go out and buy the CD in order to hear other songs by the band.

Target Audience
There is no specific target audience however the dark colours and serious tone that has been created allow for the assumption of the target audience to be older teenagers to young adults.

Tagline/Title
No tagline has been used however the album name is in a larger text so it stands out clearly for the audience when buying the CD. The use of the listings ‘CD, Deluxe CD, Vinyl, Digital’ also stands out allowing the audience to see a list of different ways in which they can listen to the album.

Representation
The main representation from this advert is women as the only person on the advert is a woman and she is portrayed as being strong and independent.

Enigma
An enigma has been created from the use of specific songs to attract the audience, as they would want to buy the CD and listen to more by the band. The dark colours and simplicity of the advert also create an enigma.

Attract Target Audience
Since the target audience is women, the female on the advert will attract audiences as they can relate to her if they are of a similar age. The single image and dark background also attract the audience because of its simplicity. 

Comparable Products CD Album Advert

The Drums - ‘The Drums'

Image
The image that has been used cover the whole of the poster and the stage curtains that have been used for the image create an idea/reference to the band performing live gigs. The image is simple and not very eye catching however it creates intrigue and mystery for the audience, as they cannot make an immediate judgement on the band.

Copy
The brightest colour on the advert is the blue of the curtains making them stand out and attract the audiences’ attention. The colour blue is seen as a masculine colour therefore creating the idea that the band members are males, the colour blue also creates a sense of calm and relaxation.

The white font that has been is simple and the use of the writing being in a block font style that stands out since it is so big allows it to be attention grabbing for the audience.

Target Audience
Since there are no band members in the advert it can be deduced that the target audience are going to be males because of the masculine colour that has been used. The image creates the idea that the band are quirky therefore the target audience could also be teenagers.

Tagline/Title/Name
No tagline has been used indicating that the bands album is going to be self-titled. From this it is important that it stands out for the audience and the simple, white, large font that has been used achieves this.

Representation
There is no clear representation as there are no band members to be seen on the album advert however it is possible that the main representation is going to be of men as the curtain colour is the masculine colour of blue.

Enigma
An enigma has been created by there not being any band members shown on the advert, which creates a mysterious feel to the advert therefore creating intrigue for the audience.

Attract Target Audience
Since the target audience is more than likely men the masculine colours aid in attracting them. The large, white, simple font is easily recognisable for the audience and the bands name is easily recognisable from the font as the audience do not have to stare at the advert for a long time in order to figure out who the advert is for.

Comparable Products CD Album Advert

Marina and The Diamonds - ‘The Family Jewels’

Image
The image that has been used covers up the majority of the advert and shows the artist to be lying down sideways. This immediately creates an unusual feel therefore creating an unusual feel to the artist. The viewer cannot see if the artist is wearing clothes and by the facial expression she appears promiscuous and portrayed as a sexual object creating a negative representation. The background consists of a material print which appears old-fashioned, the dull tones from the background help to make the artist herself, the artist’s name and the album title to stand out clearly on the advert. The brightest colour on the advert of the artist’s face, the other tones are dull and lifeless in comparison allowing the artist to be the centre of attention in the image.

Copy
The artist’s name and the album title are written in a handwritten font which appears natural yet messy. This indicates that the artist can be seen as unconventional as she appears normal yet her writing isn’t. The text at the bottom of the advert is a simple block font which doesn’t take attention away from the image; it also allows the text to be read clearly by the audience. The name and bottom text is in white, meaning that it stands out easily against the darker tones in the image therefore grabbing the audience’s attention.

Target Audience
The target audience appears to be females as the artist is a woman and the font style looks feminine. However as the artist is portrayed as possibly a sexual object by the positioning in the image, the album could also be targeted at men. The age range is mostly young adults as they can relate the artist. 

Tagline/Title
The title of the album ‘The Family Jewels’ indicates that the artist is unusual as the title itself is fun and quirky. The name also links with the artist’s name ‘Marina and the Diamonds’ as this is what the ‘Jewels’ could be a reference to.

Representation
The main representation in the advert is of women, yet a negative representation. The positioning of the artist portrays her as a sexual object as she could be seen as looking promiscuous and the audience cannot see if she is wearing any clothes or not.

Enigma
An enigma has been created by the unusual positioning of the artist in a side-ways style portrays her to be different and helps the audience understand how quirky she is as an artist.

Attract Intended Audience
The large handwritten font of the artist’s name and album title attract the audience as this is eye-catching and stands out easily for them. The way that the image covers the majority of the advert also helps to attract viewers as the artist can be seen clearly and is the focus of the advert since she is quite central to the frame.

Comparable Products CD Album Advert

Ellie Goulding - ‘Lights’

Image
The artist in the image does not have a lot of make up on in comparison to other Indie Pop artists, this creates a vary laid back feel to the advert as it isn’t intimidating to the audience. Her hair is styled naturally which matches the makeup and reinforces an idea that her music is more importance in comparison to her image. She is wearing a black top which is quite bland and it makes her look natural and plain as an artist, but due to this she appears to be unique as most pop artists dress glamorously and over the top. The golden streaks in the artists’ hair add to the effect that has been created on the black background, making the artists face stand out, the streaks also attract audience’s attention as well as adding sophistication and glamour to the advert.

Copy
A retro styled front has been used for the artists name and the title of the album, the fonts are bright which reflect the album title ‘Lights’ as well as the golden streaks in the artists hair. The vibrant yellow coloured text emphasises the title of the album due to ‘lights’ being yellow and bright. The colour scheme for this advert is quite natural with blacks, whites and vibrant yellows. The artists name also stands out more due to its brightness and size.

Target Audience                                                                                                  
There is no specific target audience given on the advert, however from the bright colours and simplistic clothing of the artist it seems that the target audience are going to be teenagers. The target audience could also be young adults, predominately women as they can relate to the artist herself.

Tagline/Title
The advert has no tagline however various quotes from music magazines have been shown with a star rating next to them. The is attention grabbing as the audience will believe these opinions and then go out and buy the CD to form their own opinions on it.

Representation
The representation here is teenagers and/or is young adults as stated earlier from the simplistic clothing and bright colours used.


Enigma

An enigma has been created by the use of star ratings as it fuels the audience’s curiosity therefore making them want to buy the album to compare their opinions with the people who rated it, they are also a very effective way of promoting the album and reviewers. 

Attract Intended Audience
The showing of star ratings and colours used all benefit in attracting the intended audience as they are eye catching and the star ratings are not something you see on many Indie Pop album adverts, they are commonly found on albums within the Rock genre.

Comparable Products CD Album Advert

Arcade Fire - 'Neon Bible'

Image
The image that has been used represents a bible with neon coloured outlines on it, this links clearly to the album name ‘Neon Bible’. This image also gives an unusual feel to the album and the colour used allows the image to stand out easily and grab the audience’s attention. The lines around the image are white, which links with the text colour used, allowing the viewer’s eyes to be drawn to the neon colours. The only bright colour used in the advert is the neon pages of the ‘bible’, making this element stand out from the overall advert as the black background gives a serious tone to the band and album.

Copy
The information given is in a block font which is simple and easy to read. The band’s name is written in a handwritten block font which allows the name to stand out on the advert therefore making it clear to see. The text is in white which allows the information to stand out clearly on the advert in a simple way as the background is black.

Target Audience
There is no specific target audience given on the advert, however from the black background the advert has a serious tone to it which gives the impression that the album may be targeted at adults or older teenagers. The dark colours used also imply that the album may be targeted at a male audience as the colours are seen to be masculine colours.

Tagline/Title
The advert has no tagline however the album name ‘Neon Bible’ is an unusual name and creates a different feel to the band and album in comparison to other bands from the same/similar genres.

Representation
The representation here could be young adults or older teenagers as stated earlier from the black background and the serious tone created.

Enigma
The black background helps to create an enigma as the album and band seem serious and the overall advert stands out easily in a magazine as the colours are so dark in comparison to other album adverts.

Attract Intended Audience
The listing of popular songs from the album and the offers of limited editions of the album help to attract viewers as they may want to hear other songs if they enjoy the ones listed. The black eye catching background also helps to attract audiences as it is not something you’d expect on a album advert.

Comparable Products CD Cover

The Kooks - ‘Inside In Inside Out'

Front Cover
Image

The band are presented as being very musical as the only props that can be seen on the CD cover are of the bands instruments presenting the idea that music is very important to them and is more important than their image. The bands messy hair and clothing create an idea of youth therefore appealing to the bands target audience. 

None of the member of the band are looking at the camera also reinforcing the idea that the music is more important to them than their looks. The image has been taken from a mid shot in order for the audience to see all of the members clearly therefore making them identifiable. 

Copy

The white background creates an idea of simplicity and when used with the black and white image of the band it reinforces the idea that music is very important to the band. The font that has been used is in a block style in keeping with the idea of simplicity; the band name is in the font colour black so it stands out clearly against the white background, also creating a simplistic theme. The album title being in red stands out the most on the front cover therefore grabbing the audiences’ attention, the colour red has connotations of danger however I do not feel that is the reason why this particular has been used.

Target Audience

From the front cover the target audience for the band will be teenagers to young adults due to the band’s clothing and messy hair.

Tagline/Title

There is no tagline on the front cover however the use of colour for the album title is what will grab the audiences’ attention.

Representation

The main representation that can be seen from the front cover is of youth, due to the bands messy hair and clothing. The simplistic colours that have been used also aid this representation of teenagers sometimes being simple.

Enigma

An enigma has been created by the simplistic colouring of the background and how the band aren’t in colour therefore leaving the audience to make up their own opinion on how the band are going to be musically.

Image of Band/Artist Presented

A serious image of the band has been created due to the simplistic colouring of the overall album cover and how the audience are able to make up their own viewpoint of the bands music.

Inlay
Right Inlay

The inlay on the right side carries out the black and white theme that has been established from the front cover with a streak of red over the image of the band. The streak of red is spelling out the word ‘Out’ which links with the album title of ‘Inside In Inside Out’. At the top of the image there is a section against a black background with white writing showing the bands thanks to various people they know.

Left Inlay
The left inlay continues the black and white theme with the use of the colour red showing various filmstrips. On these film-strips it shows pictures of the band messing around, reinforcing the representation of youth and the young image the band have presented.

Back Cover
The back cover shows a blurred long shot of the band, reinforcing the simplistic theme that has been established from the front cover. It is also in black and white, which continues the black and white theme that was seen from the front cover as well as establishing the idea of the bands music being more important than their looks.

The track list is on the left hand side of the back cover with the font being quite small and the font colour black, the black font continues throughout the CD however it is not very attention grabbing for the audience. A barcode and the bands website can be seen in the top right hand side of the back cover, this allows the audience to have the option of finding out more about the band if they choose too.

Comparable Products CD Cover

Ellie Goulding - ‘Lights’

Front Cover

Image
The artists costume cannot be seen fully however it is the simple colour of black. This creates a serious tone for the album and artist as it doesn’t take away from the attention that should be on the gold patterns in the artist hair. The gold in the artists hair and the background surround her resemble the lights that are referenced in the album title. The soft lighting used in the image creates a soft tone to the cover and emphasises the artist’s youth.

The image has been taken from a mid shot which allows all of the artist’s hair and face to be fully seen, as the artist take up nearly all of the frame it makes her the focus for the audience.

Font and Colour
A retro styled front has been used for the artists name and the title of the album, the fonts are bright which reflect the album title ‘Lights’ as well as the golden streaks in the artists hair. The vibrant yellow coloured text emphasises the title of the album due to ‘lights’ being yellow and bright. The colour scheme for is quite natural with blacks, whites and vibrant yellows. The artists name also stands out more due to its brightness and size.

Target Audience
There is no specific target audience given on the advert; however from the bright colours and simplistic clothing of the artist it seems that the target audience are going to be teenagers. The target audience could also be young adults, predominately women as they can relate to the artist herself. The overall image is quite feminine due to the golden tones which may also add to the album being targeted more towards this gender.

Tagline/Title/Name
There is no tagline on the CD cover, the album name ‘Lights’ is short and simple which makes it easy to remember and the cover clearly links to the albums name

Representation
The representation here is teenagers and/or is young adults as stated earlier from the simplistic clothing and bright colours used. The representation of women can also be seen as the artist is female.

Enigma
The gold colours on the cover image help to create an enigma for the audience as they appear unusual and stand out clearly. The way that the artist fills most of the frame also creates an enigma as she is easily recognisable on a shelf in a shop to a potential buyer.

Image of Band/Artist Presented
The artist appears like she has some form of lights in her hair as the golden colours represent strand of her hair therefore creating a positive presentation of the artist. The way that the singer is looking away from the camera to 
one side also implies that she is shy and adds to the idea that she is young.

Back Cover

The back cover consists of a black background which gives a simple style to the CD but implies the album is serious in its tone. The track list is the same font that has been used on the front cover, which is a retro and feminine style, which gives a consistent theme to the whole CD. All of the text is yellow, which is the same style that has been used on the front cover which links to the album name ‘Lights’ as well as allowing the text to stand out clearly against the black background.

The track list is in the centre of the back cover allowing it to grab the audience’s attention and be read easily and clearly by the audience. The barcode is in the top centre and the artist’s website is written at the bottom centre, indicating that when the CD is bought bonus content will be unlocked, persuading people to buy it in order to find out what the bonus content will be.

Comparable Products CD Cover

Kate Nash - ‘Made of Bricks’

Front Cover

Image
The artist is wearing a bright red dress, which usually has connotations of danger, desire and passion. However by the positioning of the artist and the action she is doing with her hand it creates the idea that she appears shy but has an element of passion to her. This colour of dress works well with the overall tone as it helps make the artist stand out clearly, when used with the other bright colours in the image it creates a clear childlike theme to the CD.

The main prop in the image is the yellow house in the centre of the frame, this links with the album name as well as it is creating a quirky feel to the overall image. The house being in the centre of the frame grabs the viewer’s attention easily and since the image is from a long shot it allows the audience to see the house and all of the props used clearly. The flowers and horse shaped bushes create a natural feel to the artists work as well as an obvious feminine tone too since the artist is a female.

Copy
The font that has been used is in a handwritten style that can come across as childlike, this links to the idea that the album is aimed at teenagers and young adults. The font colour that has been used is white, which has connotations with innocence and purity which again links to the childlike theme. This colour also makes it easy for the text to stand out against the blue background and hold its own against the yellow brick house.

Target Audience
The target audience would be teenagers and young adults as the text style and colour has connotations of youth, the album could also be targeted at women as that are a similar age range of the artist and therefore they could relate to her.

Tagline/Title/Name
There is no tagline for the album, the album name ‘Made of Bricks’ is quite abnormal and emphasises the quirky feel that is portrayed through the props, image and text style.

Representation
The main representation is youth as the bright colours and style of text are clearly associated with this age range. The representation of young women could also be seen here as the artist herself is a young woman and people of the same age could possibly relate to her and her music.

Enigma
An enigma has been created by the title of the album as it is unusual and possibly confusing therefore audiences would want to listen to the music to figure out why it is so different.  

Image of Band/Artist Presented
The artist is presented as youthful by the choice of bright colours and childlike text, as well as being quite quirky by the use of props and album title. Therefore the overall image that has been presented is one of fun.

Back Cover

The back cover is a blue colour background which gives a simple and uncomplicated feel to the album; it is the same shade of blue that can be seen on the far right hand side of the front cover. The text that has been used is the same colour and font as the front on the front cover, this keeps up the childlike theme that has been occurring. The track list fills most of the back cover making the titles stand out and appear important therefore grabbing the audience’s attention. The only other information is of the barcode is in the bottom centre of the back cover.

Comparable Products CD Cover

Lily Allen - ‘It’s Not Me, It’s You’

Front Cover

Image
The artists is wearing a 3/4 length pink dress with a black, netted accessory in her hair, this creates a quirky feel to the cover and the overall feel of the artist. The colour pink has connotations of femininity and creates the idea that although the singer is feminine she is still powerful as she is a solo artist. The L prop creates a link between the artists name as well as emphasising the quirky feel that has been identified by the costume.

The image has been taken from a long shot which allows the audience to clearly see the costume, the artists face, the L prop and the colours of the cover. The L is in the centre of the frame grabbing the audience’s attention easily.

Copy
The text of the artist’s name is in a simple, block, black font making it clear for audience to read yet it doesn’t overpower the image of the artist. The album name ‘It’s Not Me, It’s You’ is in a handwritten, pink font reinforcing the idea that the artist is feminine. The name of the artist’s black font has a pink outline around it making it stand out on the cover yet it still creates and shows a feminine theme. The album name being a pink colour stands out underneath the artist name yet doesn’t overpower it therefore, the artists name is immediately more important.

Target Audience
The target audience of the album is instantly recognisable as women, predominately older teenagers and young adults. This is deduced from the feminine colours used on the cover, the costume the artist is wearing and font styles/colours.

Tagline/Title/Name
The album does not have a tagline yet the album name ‘It’s Not Me, It’s You’ is a twist of the common phrase used to break up with somebody, this time it has been used backwards. This portrays the artist to be quirky but also allows audiences to relate easily.

Representation
The representation being portrayed is of women as the font and costume colour is mainly female orientated, the artist is also represented as being independent as she is the only person on the cover, However the dominant use of the colour pink can be interpreted as the artist being a submissive person as she is a female.

Enigma
The L shaped prop creates an enigma as this is a very unusual prop to see on album covers and allows the artist to stand out. The name of the album also helps to create an enigma; since it is a play on a common phrase it makes the audience question why the artist has done this.

Image of Band/Artist Presented
The artist is presented as being an independent woman, as she is a female solo artist and the album is shown to be 

quirky indicating that the artists herself is going to be quirky. 

Back Cover
                                 

The back cover features a selection of random large letters and numbers on a plain background, which is the same colour as the plain background on the front cover. This links with the L letter on the front cover as the letters have bright colours on them which emphasises the quirky feel portrayed on the front cover. The same font has been used as the artist’s name on the front cover and the black colour of the artist’s songs helps them to stand out and be read easily by the audience.

The track numbers are shown at the top of the back cover and the barcode is at the bottom right corner. The additional information shown is of the artist’s websites which allows the audience to find out more information about the artist and her reasoning behind certain songs on the CD.

Comparable Products CD Cover

Florence + The Machine - 'Lungs'

Front Cover

Image
The main prop used are the lungs around the artist’s neck, these reflect and link with the album name ‘Lungs’ and indicates that the main singer is implied to have a powerful voice. The prop also shows the artist to be quirky compared to other artists. The birds seen in the background behind the singer also add to the artist being considered quirky in comparison to other artists of similar and different genres. The birds have connotations of nature as well as the flowers seen in the background; this suggests that although the singer has a powerful voice she is still feminine. The revealing chain top that the artist is wearing portrays the artist as a sexual object therefore creating a negative representation of women.

The black border around the image of the artist helps to keep the audience’s focus on the picture as well as making it stand out clearly. The background behind the artist consists of dull colours which have connotations of being mysterious and serious, this allows the singer’s red hair to stand out easily against these darker tones and allow her to become the focus. The lungs are a rich red colour, yet different from the artists hair, which makes them eye catching to the audience.

The image is a mid-shot and the artist is positioned the middle of the frame, which allows the lungs to be seen as clearly since they are a link with the title of the album. This also makes the artist wholly viewable, whilst also being the audience’s centre attention.

Copy
The writing of the band is in a handwritten style which links to the natural feel of the background in the image. The font is also feminine looking which is suitable as the artist is a woman. The text colour is white as it is available to stand out clearly against the black background.

Target Audience
From the image it is not clear who the target audience is however, from the quirky tones received from the elements discovered such as the colours and lungs prop it seems like the CD would be targeted at teenagers to young adults.

Tagline/Title/Name
There is no tagline on the CD cover, however the album name ‘Lungs’ is commonly linked with singing and the use of this indicates that the artist is a powerful singer.

Representation
The representation portrayed is of women and as the artist is alone on the cover, this indicates that she is strong and independent therefore creating a positive representation of women.

Enigma
The props and colours used  have created an enigma as the colouring creates a moody feel with the help of the props creating the impression that the artist is unique.

Image of Band/Artist Presented
The band is shown as fronted by the female singer as she is the only one featured on the cover, this image of the artist also presents her as an independent woman.

Inlay

Left Inlay

The image on the left inlay is of a low angle image of the artist at a gig holding her hands out to her fans; this indicates that her fans are important to her and the band. The angle of the image shows her to have power over her fans as the audience are looking up to her, therefore this creates the idea that the fans are important to the band and this will make people feel a connection to the them, meaning that they are persuaded to buy the CD.

Right Inlay

The image on the right inlay is showing an image of the same background as the front cover image however it does not include the artist like on the front. This keeps a constant style throughout the CD and  the  style of the material in the image also gives a vintage feel suggesting that the artist is into fashion which can also been seen from the artists clothes on the front cover.

Back Cover

The back cover of the CD shows an illustration of lungs with numbers either in the lungs or coming from the lungs which refer to the track numbers on the album. The colours here are black and white which are very simple, therefore allowing the audience to focus solely on the track listings. The tone created from this is quite serious yet quirky at the same time.

The information given underneath is of the bands website in the centre bottom with the barcode situated in the bottom right corner. The additional information is given underneath the website, mentioning a bonus track available. Doing this will persuade audience’s to buy the CD as they will want to receive tracks that they wouldn’t be able to get from anywhere else or possibly just listen to them.

Comparable Products Music Videos

Arctic Monkeys - Cornerstone

Image
The male lead singer in the video is wearing dark skin tight trousers, which is usually associated with young adults predominately males and indie bands.  He is also wearing a red top which can connote danger however it can also be associated with lust and passion, for this case it is most likely to associate passion as he is singing about a girl. Simple lighting has been used in order for the audience to focus on the singer only, the lighting only changes towards the end of the song to signify the building up of the song. This style of lighting makes the audience believe that the band want to have them focus on the song itself and not the video.

The video does not contain any certain camera shots/movements as it is on a fixed place and the singer in the video walks closer and further away. By doing this it creates verisimilitude for the audience as there are no distractions from the singer.

Editing
No cuts are used throughout the video so the audience focus solely on the singer and the song itself. A blur effect has been used however it does not seem to achieve any purpose, so it could have been the camera man focusing the camera on the singer so the audience is attracted to him. An old film effect has been used to show that the video is the most important thing overall.

Target Audience
The target audience is teenagers and young adults as the clothes the singer is wearing a reflective of these ages. The singers messy hairstyle also reflects this target audience

Mode of Address
The use of point-of-view shots allows the audience to spoken to/become connected to the singer therefore becoming connected to the band. The lighting also allows the audience to spoken to as the lighting is simple therefore the focus becomes attached to the singer/band.

Narrative Structure
There is no clear narrative to the song therefore Todorov and Propp’s theories do not apply.

Representation
The main representation in the video is youth by the singers choice of clothes.

Enigma
The use of having no other characters or background create and enigma for the audience as they are unaware what the singer is referring to in this song, therefore it grabs audience’s attention.

Attract Audience
The elements that attract the audience by creating a connection with them are the use of point-of-view shots, barely any lighting being used and the type of costumes worn by the singer to represent youth therefore attracting their target audience.

Image Presented of Band/Artist
The band of presented as being fashionable, which is deduced from their costumes and want to be taken serious, which is seen from the little lighting there is within the video.

Comparable Products Music Videos

The Kooks - Naive

Image
The male lead singer in the video is wearing a dark leather jacket, which is usually associated with young adults predominately men and indie bands. The female in the video is wearing a pink coloured top and small black pants, the colour pink has connotations of femininity which portrays her to be quite inferior to the males in the video. The small black pants have connotations of the female being dangerous as black is not a common usually associated with women. Dark lighting is used throughout the video, with red filtered lighting being used on the dance floor. The colour red has connotations of danger which could reflect the female character in the clip however it also has connotations of lust, which again reflects the female character as she is cheating on her boyfriend. The style of lighting creates dark and serious tones to the video.

A high angle shot of the woman in the toilet allows the audience to think of her character as low person, therefore making the audience feel superior to her. A mid-shot of the band sitting at the bar allows the audience to see them all together and create a sense of the type/personality of group. A track of the lead singer at the beginning of the video immediately grab’s the audience’s attention as well as emphasising that he is the main singer of the band and the main character in the storyline of the video.

Editing
Straight cuts are used continuously throughout the video creating continuity and verisimilitude for the audience. The pace of the edits are quite fast which reflect and work well with the fast pace lyrics and beat of the song.

Target Audience
The target audience is teenagers and young adults as the band and other characters are representing these through their fashions.

Mode of Address
The use of point-of-view shots allows the audience to spoken to/become connected to the singer therefore becoming connected to the band. The lighting also allows the audience to spoken to by creating gloomy tones to the video and song.

Narrative Structure
Todorov’s theory can be applied to this video:
Equilibrium: The main singer goes out to club
Disruption: The singer notices his girlfriend with another man
Recognition of Disruption: The singer leaves them
Attempt to Repair Equilibrium: The singer sits with his friends in order to forget
Reinstatement of Equilibrium: The singer has fun with his friends(band members)

Propp’s theory could potentially be applied here as the female character is portrayed as a villain and the main singer as the hero that is affected by the villain.

Representation
The main representation in the video is youth by the props of alcohol and the costume of the characters which represents youth as being rebellious and naive, hence the song title. Women are also represented negatively by being presented as promiscuous by the small black pants of the female character.

Enigma
The use of flashbacks help to create an enigma for the audience as the audience don’t know the full story of the couple’s relationship from the video. The use of tracking at the start of the video also creates and enigma as the audience clearly see he is important to the story and the band, as he is the main singer.

Attract Audience
The elements that attract the audience by creating a connection with them are the use of point-of-view shots, serious lighting used and the type of costumes worn to show that the band represent youth therefore attracting their target audience.

Image Presented of Band/Artist
The band of presented as being fashionable, which is deduced from their costumes and want to be taken serious, which is seen from the lighting and storyline of the video.

Comparable Products Music Videos

Ellie Goulding - The Writer

Image
The artists top is white connoting purity and innocence which is in keeping with the lyrics and meaning of the song, she is also wearing shorts which are an indication of the weather but it also represents her as a woman negatively. Her stomach is also showing which again, represents her negatively. The majority of the lighting is from natural lighting such as the sun setting at the end of the video however an artificial back light has been used onto the artist so she is the audience’s main focus point.

A fixed camera has been used in order for the audience to focus on the artist solely. A few high angle shots of the artist have been used, specifically when she is on the ground of the lighthouse, so the audience gain a sense of surroundings but it also fits in with the lyrics suggesting that she is broken without her lover.

The tilt movement was used quite frequently in order to show the audience the musicians face in order for the audience to gain a sense of personality, therefore creating a connection. An extreme close has been used on the artists face at the very start of the song to again, create a connection between the audience and artist. A zoom out has been used from the artists eye to her whole face in order for the audience to gain a sense of what the artists looks like therefore allowing them to make a judgement of her style of music based on her looks.

Editing
Straight cuts have been used repeatedly throughout the video, creating verisimilitude for the audience as well as keeping up the continuity of the song. Many straight cuts from the artists face to a long shot of her surroundings suggests to the audience that the song is going to be as upbeat as other songs I have researched since they did not feature nature/outside. A blur effect has been used at various times throughout which creates a focusing effect on the artists face or part of her face, mostly it was her eye looking into the camera connecting with the audience, it also adds to her identity.

Target Audience
The target audience of the song are young adults and this is portrayed by the artists clothes and style.

Mode of Address
A peaceful mood/tone is created for the audience by the simplistic colours of the artists outfit as well as the natural landscape/surroundings the artist is in.  The audience are spoken to in this way as this song is a contrast to the artists various other songs portraying the idea that this particularly artist is quirky and has a unique style.

Narrative
There is no clear narrative to the song therefore Todorov and Propp’s theories do not apply.

Representation
The main representation within this video is of women, however they are presented negatively. Although the woman is wearing a white top connoting purity and innocence, it shows off her stomach and she is wearing short shorts indicating to the audience that she is an object to be looked at.

Enigma
An enigma is created by the artist appearing blurred at the start of the video suggesting to the audience that the musician wants to be taken seriously despite the negative representation created by the chosen outfit. Not having a clear storyline or no other actors in the music video also create an enigma for the audience as they are unaware as to who the song is addressed too.

Attract Audience:
The elements that attract the audience are the artists connecting with the audience within the clip, the artists fashionable outfit and the mood/tone created by the back lighting on the artist and the sun setting behind the artist.

Images of Band/Artist
The seriousness of the lyrics and natural landscape suggest to the audience that the artist wants to be taken seriously. However the artists’ clothes also suggest to the audience that the singer is quite young indicating that her songs in the future may change their tone/mood.