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.