The music video was targeted at 16 to 19 year old females. It is targeted at them firstly because of the genre of the music which is R'n'B and secondly it is because the song is about teenage love. Throughout the the video the singer, who was shown as a teenager, was expressing herself about the one she loves, which happens in everyday to teenagers who have someone they think about and really love.
Analysis in terms of film language:
Camera Work
Throughout the video the camera shots were changed to make the audience just focus on that part. Different shots were used to see different angles of what was going on in the video, so camera angles would give a chance for the audience to see the different background/surrounds as well as the different angles of the main character and her lover.
During the video close ups of the main character while lip syncing were shown to help show her love emotion more to the audience. This shows the audience her feelings but sometimes may also make the audience feel some emotion for her. The close shots also gives the audience a chance to see the expression in her eyes, on her face and when the shots are not too close then it also shows the emotion in her body language, which also helps the audience see and feel her emotion.
In the video medium shots were used. These shots were used to show the costume of the characters and to also show their body language. This shot would also show a bit of scenery but not alot.
High and low shots were also used in the video to give the audience a view of the scencery as well as seeing what the characters of the video are actually doing. In the video the low shot was used to show her lover admiring her from the top of a building, he is show looking down at her. The high shot was used to show us looking up at her admirier from below. Sometimes the low and high shots can be used to make someone look more dominant than the other but it is not meant like that in this case.
A pan shot was also used in this video, this was to show the scenery in which the two teenagers were at. The pan shot was taken from a bridge in london and showed the river and boats. i think this was a very good shot. At the begining of the video the shot starts from the left and makes it way to the right and at the end of the song it starts from the right and goes back to the left. it was like a story going back to the begining to where it all started.
Lighting
In the video there was not much lighting used. The lighting that was used, was used on the main female character when it was filming in a dark room with black background. The spotlight was used when she was doing poses, this worked because as well as showing the poses it was also showing her emotion in her face and also with her body language. The shot was used to make the audience just focus on her instead of the background.
Mise en scene
Mise en scene is something in which had to be taken into consideration from the planning of the video becuase it something which may make/change the decision of the audience towards the video. In the video the girl was the main character, so throughout the video the clothing that that girl wore had to be glamourous but not too glamourous because it might discourage the audience considering she is not looking like an everyday teenager. In the video the girl had changed to 3 different outfits. There out fits were, addidas tracksuit in red and black, black jeans, cardigan and a scarf and for the poses she wore an off the shoulder dress with a stripped black and grey pair of tights. Her lover in the video also wear casual clothing which was blue jeans, shirt and a jacket.
Throughout the whole video make was used on the main girl character. It was used to bring out features of her face such as her lips, eyes and skin tone, she wore the simple grey off the shoulder dress because it bring back to the fact that she is just like an everyday teenager. In the video the body language and facial expressions had to be very well studied. the character had to make sure that she was showing her feelings through her body and face because if it didn't it make look like she was just acting really badly and it wouldn't give the targeted audience the feeling that she is actually in that situation.
Editing
The editing was done on imac computers using the imovie program.
Throughout the video there was many transitions used, the most popular transitions that was used was the cross dissolve and dissolve cut transitions. There was also straight cuts, fade in, fade out and wipe cut transitions that were used but not very often. By using the cross dissolve and dissolve cut transitions it allowed the two different scenes to blend together slowly instead of the quick jump cuts which are often used in videos.
The straight cuts were used at the begining of the video to show fast and slow clips of the character and her lover, the cuts were used on a quick violin beats which started the song. The fade in and out transitions was used at the end of the video at at the part where the girls are about to dance in the video, using this transition shows the start of a new scene and/or the end of another. The wipe cut was used when the girl and boy met each other and they are about to start talking on the riverside.
In the video there was also a scene which was changed to slow motion. The scene in which girl was getting chased by her lover, this was put into slow motion because it shows that fact that they are having fun. When watching the scene it gives you that cute and happy feeling because they looked cute and in love. At the begining of the video the screen was split into 9 screens of the same scene to show technicality.
Critical Theory
The Laura Mulvey theory was included in the video. In the video the girl is seen as the subject of erotic desire. Even though the video was aimed at teenage girls, because of the mise en scene used on the girl the male audience would want to watch the video and watch the female subject. You could also say the video included the triple gaze theory because in the video the boy is looking at the girl and the male audience is also looking at her with the camera.
In the video the girl is shown as a typical teenager, a girl who goes out, hangs out with freinds, has fun dancing and thinks and sings about the boy she has fallen in love with.
Contribution
For this task of making a music video I worked in a group of three with Houda Vernege-Fanus and Ardit Pashkij. When making the video i filmed and helped directing. When it came to the editing I did help whenever i was able to. I also helped plan the digipack and magazine advert with houda. When we were making the digi-pack and magazine advert i tried to get used to using the photoshop program but because time was limited i just did some designs as suggestions. I also did the photoshoot with houda in which the pictures were chosen to go on the digi-pack and magazine adverts. For the audience feedback i created a questionnaire and recorded some of the answers on camera.
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